| Consumption society is the product of postmodern society. It refers to the society in which people's life become much same as well as multiplication. In this society , spare hours become bigger, leisure, leading comfort life and other consumption demands then become leading development power. Consumption is no longer or mainly no longer a kind of material behavior, pure economic activities, but turns into a kind of life style, mark consumption, symbol consumption and so on cultural behavior. In such society , consuming culture is also experiencing deep transformation. Consuming culture refers to those which related to ideas, custom, understanding, ethics, morals, accomplishment and so on. Advertisement is one of the biggest impelling force. Advertisement here is commercial advertisement. The basic goal of advertisement is to urge consumers to purchase products. In order to achieve this goal, on one hand, advertisement take consuming culture as its viewpoint. On the other hand, in order to be different with other advertisements, it must pursue novel, thus break through the original consuming culture unceasingly. Advertisement is building "the simulation world" through populace media, and lead to the change of real world. In such situation, the current consuming culture presents following several characteristics: first, symbol consumption play more and more important role in our daily life; second, the excitation center of consumption changes unceasingly, consumption fashion become shorter along with it; third, consuming standard which instruct people's consumption also change. At the same time, modern advertisement also appear new progress under the influence of consuming culture. |
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