The Reconstruction Of Consumers' Identity In The Commercial Phenomenon By Vogue Magazines

Ever since the 1980's,the booming of vogue magazines has become an outstanding cultural and commercial phenomenon in China.This kind of fashion books,whose target readers is middle-class,and which can cultivate new values and lifestyles for us,is playing an increasing important role in people's lives.In this paper,the "Prestige",the most class-conscious one of the vogue magazines, was selected as the main study.Firstly,I use consumerism theory to analyze the vogue magazines and interpret it from the aspect of semeiology.Then the essence of the culture phenomenon is revealed.Based on the conclusions above,by using consumption-dividing theory,I analyze the consumer groups of the vogue magazines.At last,I reveal how vogue magazines finished the reconstruction of the identity of consumers by its context and advertisements.