| The fashionable culture takes one kind of widespread existence the social culture phenomenon, has the extremely complex nature, also presents the diverse performance shape, particularly already far exceeded social in society's production and the power of consumption the natural need, moreover had quite part of products also already to surmount the commodity economy the scope to become has the cultural significance product, when and had the strong pop culture nature, the academic circle already from the sociology, angles and so on psychology started to the fashion and the expense carries on the discussion, but in the fashion expense process the advertisement without vital role. Therefore, discussion modern advertisement and how can urge the social popular thing, the life style and even the value idea production in the great degree, promotes the fashion expense in the great degree is very important.Because the fashion manifestation is numerous and diverse, therefore is very difficult regarding the advertisement and the fashionable culture's analysis to achieve truely thorough defined. It is well known, the clothing is a fashionable most important constituent and the transformation manifests. And along with present expense way transformation: From to the quantity expense to the confrontation expense, arrived to the image expense, the clothing advertisement mark value is again has just agreed with the characteristic which this kind of image expended. Therefore becomes to the clothing advertisement's mark value's explanation as well as to it with the fashion interaction's research regarding the new expense way and the expense culture carries on the thorough understanding one more effective method.In here this article take the clothing advertisement as the example, the application pop culture sociology, the expense cultural science and so on correlation theories for the basis thorough analysis clothing advertisement fashionable cultural connotation. And how attempts to analyze the solution fashion is and produces personally through the advertisement to the social group affects this questionThis article mainly regarding this carries on the explanation through four aspects, the paper basic structure is as follows:The first part is the fashionable concept, the manifestation, fashionable characteristic and other basic questions by this achievement understanding fashionable culture foundation. The author believed that the fashion refers to the social style which is in vogue in some period of special times, it including universal is putting on, forms immediately and other decoration, manner, terminology, life choice and use. The fashion is one kind of manifestation which the society changes, not only performance is one material style, one behavior way, is containing one kind of significance, one culture. It is according to chang historically each kind of code, the style and the symbolism makes.The second part is to the fashion and the advertisement relations outline. The advertisement is one kind including convinces the nature, take to obtain the consumer intensely to approve as the goal dissemination behavior, but the fashion investigates its essence to say is hastens the same psychology to some thing. This had decided both promote mutually, mutually for the method relation. At the same time, the fashionable culture develops and the promotion depending on the advertisement, on the other hand the advertisement itself also to a great extent depends on fashionable cultural the promotion to survive.The third part is this article main body, taking advantage of by to clothing advertisement analysis discussion advertisement to social fashion function and influence. In here, we thought that this kind of influence and the function mainly be showed in individual status approval and the sex appeal display.In the contemporary society, individual status approval's establishment is relying on consumer behavior advance to a certain extent. Regarding the fashion expense not pure is to the fashionable commodity's expense, but more is regarding the commodity load mark value expense, what namely the people are more is regards concealment and so on status which, status, wealth the product represents social values. In the final analysis, we may sum up for are obtain through the expense fashionable commodity one individual status approval, gave the consumer to change the semblance then to change the self-rich opportunity. With the aid to the fashionable market in clothing's expense, the consumer may carry on creates self-, the maintenance extant self-, to expand activities newly and so on self-image. Is and the social group has the status approval influence question how about the fashion through the clothing advertisement to individual, this article is carries on the elaboration through the following three aspects: 1st, the expense society's goods expended surmounted its use value to achieve the mark value the stage 2, clothings were already this kind of consumable, became the people"the self-expression"main form and"status approval"the important source 3, unified the classical advertisement case elaboration clothing advertisement before in both's rationale to mold the role which in this kind of mark value played.Demonstrated that person's sexy characteristic is a contemporary fashionable culture important performance, is also one of clothing's basic functions. The body and the sex appeal in the fashion operation, are to a great extent intermediary and the involvement carry on through the advertisement and the media system. The clothing advertisement is precisely by the image which its creates, to the sex appeal demonstrated that the behavior plays the society to guide the role. Certain esthetic idea which forms in the clothing advertisement affects the people esthetic psychology to a certain extent the formation. The clothing is both sexes attraction medium, got rid is only to conceal, shade the body, the protection against the cold effect, what displaces was the sex appeal, the attraction opposite sex has become the dress designing mainstream. Regardless of being the coat or the trouser-skirts, may say that the camouflage the place are getting fewer and fewer. Through the advertisement in the model sex appeal demonstration's guidance, the suspenders, the dew navel, clothing types and so on tight-fitting, low waist and are putting on the way, no longer is certain special feminine patent, ordinary ordinary feminine clothing also by large scale to these sexy inviting direction stem for stem. In the cultural dynamic developing process, the modern people no longer constrain themselves to the sex appeal the manner, chose a straightforwarder performance own to feel. The contemporary pop culture's development demonstrated that body's liberation complements one another with pop culture's development. The body more requests to obtain further liberation, the pop culture obtains the development the power; But the pop culture more develops, in turn, the body more obtains the liberation. Regarding clothing brand's just like CK, DIESEL cowboy, GUCCI advertisement analyses, we may see the clothing advertisement regarding the sexy demonstration behavior and the social fashion material effect.The fourth part is to the clothing advertisement and fashion relations negative function several ponders, the advertisement takes one kind of trade activity, its most basic goal to sell the commodity. Therefore, has the negative influence to the social culture is also the result which one kind definitely will produce, regarding this article proposed two point most important negative effects: 1st, the clothing advertisement's fashion initiative has guided society's excessive expense. The clothing advertisement initiates the people to pursue the fashion unceasingly the product and the life style, this causes the decision clothing life no longer is the natural death which causes by physical property's loss, but decided by the fashionable cycle social life conclusion. This kind will create the social resource inevitably regarding the fashion pursue the massive wastes. 2nd, weakens the individuality development opportunities. Under the advertisement long-term influence, the words system is produced extremely audiences of the value approval, and confuses the advertisement construction's hypothesized world and the real world, the chase fashion, pays great attention to expend, but neglects the deep level the life significance search. The people often adopt the quite consistent behavior: Was saying the same advertisement language, is using the same product, accepts the same attitude toward consumption. From this, people's independent individuality receives the distortion, the independent thought receives suppresses, and grasps to the world life's cognition by tends to be with.By to the clothing advertisement's analysis, we may see, regardless of how the fashion does change, what is invariable is the consumer entrusts with the product regarding the fashionable advertisement the mark value pursue, only then take the brand as the core, makes the brand unceasingly the image and the idea, the values which is in sole possession of by it affects the consumer, can be in an impregnable position in the fashion development flood tide. At the same time, as the consumer should while will accept and will integrate the fashionable tidal current, must pay attention avoids falling into the fashion expense"the beautiful trap".
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