An Empirical Study On The Dissemination Of Consumer Culture In Micro - Film Advertisement

Contemporary society has been experiencing dramatic changes brought by consumption, which has already been the highlight of people’s life. In this era of booming consumption, mass media has been gaining increasing power. One of the most important feature of modern consumption is that promotion and publicity through mass media has become mainstrean. Micro film ad, serving as a mode of mass media, is closely related with consumption. Meanwhile micro film ad is an emerging advertisement form, which demonstrates prominent characteristics of the times. Therefore, this thesis sets micro film ads as the studying object.This thesis sets consumption demand theory, post-modern consumption culture theory and semiotics theory as the base, adopts literature study, content analysis and text analysis to study the current situation of micro film ads and the characteristics of their consumption ideas based on cases from iQiYi.com.This thesis mainly adopts content analysis to study 129 cases, through which the conclusion is drawn that consumption ideas promoted in micro film ads tend to highlight consumption ideas featuring sense of identity and personality, such as luxury consumption, level consumption and brand consumption, etc. Then this thesis adopts semiotics theory to interpret typical cases, therefore we can catch a glimpse of how micro film ads constructs and promotes ideas. Last but not least, this thesis generalizes the characteristic of the consumption ideas in micro film ads based on modern consumption demand theory and consumption culture theory. Through this study, we can see that micro film ads in China are mainly narrated through stories, and attach great importance on emotional appeal and concept implantation. The result is that the consumption ideas such ads promote are demonstrated in a subtle way. Meanwhile, contemporary society has proceeded into an era of post-modern consumption culture, symbolized consumption, semiotic consumption occupy important status in today’s consumption culture. Naturally, consumption demand of the whole society has experiencing an transfer from survival consumption to enjoyment consumption.