The Symbolic Consumption Under The Effection Of Consumerism

In the consumerism society, subject consumed not on its practicability,but on its accessional value,the difference of the subjects.It is coming to the main goal by which the subject to be consumed.Follow the view of Jean Bardrillard,the cosmically consumption has changed both people's daily life and their social relation and living mode.People's consumption has been turned from matter to insprite.And people always find the symbolic meaning behind the applied symbols in the commodity and service.Through it ,they want to find the feelings only belong to theirself,and to seek for the value to prove their aseity.This article based on the symbolic consumption view of Jean Bardrillard .combining with the Semeiology and the brand theory.I cut in from the Chinese realty business ,and use content analysis to study the realty denomination as original material.This article will statistical distribute from two angles.One is the Synchronic study,through it ,I study the denominations of Shanghai,Guangzhou and Suzhou to illuminate how denominations satisfy consumer's demands .Another one is Diachronic study,through it , I study the denominations of suzhou historically to display the development of denominations,and its character and significance.Under the analysis of denominations,it incarnate that consumption has changed into cultural ideology.Symbolic consumption inpel the blindly pursueing of status,richness and so on.It also inpel the ignorance badly of practicability.It indicate that the symbolic consumption inpulse producing,while it limit the developing direction of producing.The only way to accelerate producing and consumption is to break through symbolic mode.