Go Forward Together: Chinese Advertisement In New Period And The "Post-1980s Generation"

As one of the most noticeable phenomena in the world, advertisement has a strong impact on various aspects of the society."The influence of the advertisement new period on the society can vie with the Church and schools which bear remote traditions.''A famous historian of America, David Potter said.Since adopting the reform and opening-up policy in late 1978, China has achieved social stability and economic prosperity with a great increase of the national strength, leading to the praiseworthy progress of advertisement which affects the society seriously. The implementation of family planning has made the"post-1980s generation"born in 1980 until 1989 be the first only group who has been growing along with the advertisement in new period. Therefore, there are a thousand and one links between the advertisement and the"post-1980s generation". What's more, the influence of the"post-1980s generation"towards society will increase with the advancing age. However, academic studies about the relationship and interactions between advertisement and the"post-1980s generation"have been conducted extremely rarely until now, which, therefore, dimples the urgency and necessity of the corelational research.In this dissertation, we explained some important concepts such as the"post-1980s generation"and the advertisement in new period, then explored the relationship and interactions between advertisement and the"post-1980s generation"during different stages of development.First, advertisement was in recovery and initial develop period from 1978 to 1991. During this period, advertisements, in a sense, was considered as animated cartoons and nursery rhymes of the"post-1980s generation", and finished the enlightenment towards them.Second, with the continuous opening to the outside and rapid development of economy, advertisement was equally developed in 1990's. At same time, the"post-1980s generation" was at the stage studying in school. TV station and media related were involved to make product widely known, accompanied by a couple of common strategies such as"affection","technology","knowledge","personalities","superstar"and so on, which deeply affected the"post-1980s generation"on their diet habits, lifestyle, values and decision-making patterns.Finally, advertisements were booming in the new century with the advancing age making the"post-1980s generation"the backbone of the consumer market. The boiling waves from advertisements swept across the country, and some new phenomena were encountered: On-line advertisement flourished and became a significant access to obtain information; Advertisement cultural exchanges between Western and Chinese endowed the "post-1980s generation with more comprehensive; Advertisement was treated as the supervisor of consumption among most of the"post-1980s generation", and had certain impact on their characters.However, side effects have emerged from a surfeit of commercial advertisements, for there are reluctances among majority of the"post-1980s generation". In view of their increasing impact on the consumer market, special attention should be paid to adjust the strategies of advertisement.