The Research On Lifestyle Of Middle Class In The Medium Mirror Image

In the information age, the competition among media is increasingly fierce. The contradiction between the excessive advertising message and the limited capability of human information processing intensifies day by day. It becomes more difficult for the advertisements approaching the target consumers. The diverse medium choices and combinations may expand the advertisement information coverage and its consumer number, however, on a single medium, the scope of the advertisement target consumer is restrained by the medium readers' location.Along with the rapid expansion of China's middle class, this first-order level becomes the main expense community for the advertisers, which cannot be neglected. As an emerging social class, the domestic middle class has a formidable economic potentiality and brand-new life idea. They urgently need to separate themselves from people of other social strata or statuses by the life styles that benefit their own interests and to form their respective community taste.The consumption habits and purchase behaviors of the modem consumers are becoming more and more individualized, so the life style becomes one of the important factors that affect their purchase decisions. With the aid of effective media and by adopting soft marketing strategy, consumer groups will be subdivided according to expense patterns, which will make the expressions of the product advertisement conform to the target community's life style and obtain their psychological approval. This method has become astute advertisers' first choice.As a newsweek magazine flaunting "a magazine and initiative life", Sanlian Life Weekly (here-in-after called Sanlian) and its advertisements, using various means imagine and construct the middle class life style that conforms to the society "ideal", lead the audience in real life to imitate and follow. This paper takes the advertising texts from "Sanlian" as the object of study, from the expense life style, the leisure way of life, the daily contact life style, and the family lifeway and so on, to carry on the content analysis to the advertisement, and inquire the domestic middle class life style constructed in advertisements. The paper is altogether divided into four parts. The first part introduces the current research situation of the topic, and gives us a clear picture of the object of the study, the research question and the research technique. The second part explains and elaborates the results of the content analysis. The third part has carries on the analysis and the supplement to the intertextuality in advertisements and other texts. The fourth part depicts a summary and induction of the special characteristics of the middle class's life style molded in advertisements. The last part is mainly about the paper conclusion.