| With the continuous progress of human society and the development of social economy, human consumption levels since ancient times has undergone enormous changes. The consum--ption structure of human existence from the original substance consumption to the development of modern society and enjoy the change of consumption structure based. Accordingly, consumers are increasingly changing consumer attitudes, the first modern-style frugality and abstinence is the modern lifestyle of conspicuous consumption and the concept of pleasure is replaced, and now the pursuit of aesthetics, style and attention to the spirit of postmodern consumption, consumption Concept has gradually replaced the concept of the modern consumer to enter people's lives.Advertising as a human social life and as commodity production, commodity exchange, the emergence of information dissemination activities, from the beginning of production and consumption of deep-rooted ties, the purpose of advertising has always been to promote consumption and consumer culture, past modern, modern to Evolving post-modern ads also must be accompanied by the concept of innovation. modern advertising has been slow to complete the postmodern turn, he sank heavily difficulties, mainly reflected in four aspects:First, driven by profit-driven nature of modern advertising stimulate consumer desire, caught in ethical dilemmas; the second mode is to use persuasion rather than the mode of communication, the plight of modern advertising into a model; third consumers and producers of advertising effectiveness into question the effect of advertising the plight of the modern terms from the effects of modern advertising weaving gradually waking daydream; from the media is concerned, and style of personalized media consumption to have to rely on mass media the role of the media into the plight of modern advertising. Thinking on the way out of difficult situation, then the modern advertising to achieve the inevitable shift from one standard to change things based; to service the consumer shift to service manufacturers; from the desire to build real personality to meet the lifestyle changes; from persuading the communication Mode shift; shift from advertising to narrow divisions. |
