Advertisement & Symbolic Consumption In The Scope Of Consumption Culture

On the basis of analyzing the property of the modern consumption culture and the case study of planar real estate advertisement, combining the method of "analysis on the meaning of symbols" with the theory of "consumers' personality trait" —self-concept theory, the thesis aims to discuss the following problems: What form do the modern advertise - ments present to the consumers? How do they meet the consumption needs of the consumers? What kind of consumption culture significance does the occurrence of advertisement represent? And what satisfaction do they bring to the consumers both in their material and psychoLogical aspects? In other words, by analyzing the properties of real estate advertisement, the thesis is to clarify the symbolic significance that the symbol reflects and find the way of constructing the symbolic consumption.The thesis consists of four parts:The first part introduces the background, purpose, theoretical basis and method of the research.The second part analyzes the modern consumption culture. It mainly concerns with the new properties of modern consumption culture, the symbolic properties it possesses during the change and the ways of understanding the symbolic consumption. And discusses the background of symbolic consumption and proposes three ways of constructing the meaning of symbolic consumption advertisement, symbolic design of commodities and brand.The third part, on the basis of discussing the ostensive and the implicative meaning of symbols, the systematic and paradigmatic relation of the symbols, the combining form of different symbols, and the employing of empathy effects, aims to analyze how to construct the significance of symbolic consumption.The fourth part, based on the former analysis and the case study of planar real estate advertisement, considering the consumers' self-concept theory, clarifies the significance of symbolic consumption.