Empirical Analysis On Consumption Culture Of Network Advertisement Communication And Structuring

With the upgrading of productivity level and great abundance in goods and materials, China has undergone the transformation from the era of the life necessities to that of the durable commodity consumption. Thus, it is imperative to establish the consumption conception to suit for the epoch. As one of the means for spreading the ideology, network media plays an important role in constructing a reasonable consumption conception.Therefore, research towards the consumption culture conception is of urgent indispensableness currently.This paper selects network advertisement as the research object, and completely unfolds the consumption culture conception that exhibits in network media by using the content analysis and text analysis methodologies.The first part is the core focusing on the content analysis of consumption culture conception in network advertisement, which includes content analysis of the network advertisement in Sina Website and consumption culture conception showed in network advertisement. This part explores the way network advertisement presents the consumption culture conception by using 14 consumption culture conception items in category to implement intercrossed analysis with network advertisement elements. And finally the paper concludes the dominant consumption conceptions in network media at present, such as individual consumption, brand consumption, material consumption, perceptual consumption,harmonious consumption, unrestricted consumption, current consumption and so on.The second part is the text analysis of the consumption culture conception presented in network advertisement through using symbol theory to analyze several typical cases. And the third part is the analysis towards the trend of the consumption culture conception in network advertisement combined with the analysis outcomes from content analysis and the text analysis, which reveals that China is in the stage of transforming process from modern consumption to post-modern consumption, and from enjoyment consumption to developmental consumption at present viewing from the perspectives of theories of consumption culture and Marx's historical materialism and consumption demand. In the end, the paper illustrates the influence on China society by prevalent consumption conception, and puts forward some suggestions on how to construct the new consumption culture conception for long-term development.