On Influence Of Advertisement To Contemporary Lifestyle

In the present study, the impact of advertising on modern life has been discussed in various ways including historical and logical by analyzing and synthesizing. The investigation on advertising industries, theories and life styles around the world has also been conducted. There are four chapters in this article. Chapter1 briefly reviewed the existing research in and abroad, accordingly revealed the innovation and values of the current topic and summarized the main methodologies as well as the criteria for the key terms. In chapter2, 3, and 4 there are discussions on advertising technique, commercial values and advertising aestheticism. First, it is found that advertising technique has both positive and negative effects on human life. On one hand, the technique leads a media-taxis life style with the aid of free decoding and multi-media propagation. On the other hand, advertising unavoidably takes control of the social activities, which would constrain the healthy life style. Second, commercial values manage to guide the development of consumerism, creating a space for advertisement propagation and help the customers experiencing it personally. This significantly affects the consumption values and principles. However, the existing commercial values emphasize more on appearance than essence or humanities. This is harmful to the building of a healthy life. By using symbols, ads build a pseudo-self for the customers; by assisting making shopping decisions, ads enrich the culture background and enhance the consumption values. Nevertheless, advertising is usually a one-way output instead of double-way communication. Therefore, it obstructs the fully development of humanity and personality. Third, advertising aestheticism could bring the daily life more fantasies which make advertising aestheticism itself the most prevalent characteristics. Paradoxically, the profitable advertising itself would again smash its aestheticism. Therefore the leading role of pseudo-satisfaction has been established. But this profitability is eliminated at some extend, showing the great impact of advertising on modern life.