The Effect Of Television Advertising On Consumer Culture In China

Consumer culture is created by the various human factors related to thecomprehensive. Consumer culture affect human behavior, or consumer culture in thespecific form in the field, can be called consumer culture. In simple terms, consumerculture including three basic categories: consumer products, consumer attitudes andconsumption patterns. Those three dimensions, the progressive layers, and togetherthey form a consumer culture. The rapid development of modern televisionadvertising, and changing consumer culture are all affected. No matter people havetime or not, or will or will not, television advertisement forces people to read, andcompel them, to some extent, accept the information it expresses even withoutrealizing it. this paper studies the culture of television advertising specific impact onthe consumer culture. This paper is divided into three chapters.This paper is the theoretical basis for the first chapter, the main thing is to definethe concept of consumer culture. Domestic and foreign scholars in their respectivefields of research in a number of consumer culture, but the same word, meaningdifferent, formed a sense that ideology that position that CDA said that as therepresentative of consumerism and theory. Based on the above analysis and synthesistheory, consumer culture is created by the various human factors related to thecombination, it comprises three levels: material layer, concepts layer and mental layer.consumer culture has diversified, the perceptual characteristics, can have a subtleinfluence on people.The second chapter discusses consumer culture View television advertising. Thispaper discusses the first to define the definition and characteristics of televisionadvertising. Television advertising is clear advertisers using commercial broadcasttelevision advertising mainly used on products, services, Brand image and otherrelated information to reach the audience recognized, accepted, the purchase of theultimate goal. TV commercials with audio-visual capabilities and visual impact of themedia characteristics, linear transmission, enhanced communication features andattractive again. Making use emotional characteristics; Then, Consumer culture through three levels of content on television advertising for a specific type of analysis.ChapterⅢof this paper is focused on analysis of the impact of televisionadvertising to the consumer culture. TV commercials through the three levels ofconsumer culture have an impact on the consumer culture, these three dimensions arematerial, concepts and mental level, the positive impact on the effective delivery ofconsumer information, consumer choices diversity The consumer guide scientificmethods, including the negative impact caused by asymmetric informationconsumption, consumption blind and others. Therefore, we must strengthen themanagement of China's television advertising, it spread a positive consumer attitudesand consumption patterns, correctly guide the direction of consumer culture towards ahealthy and reasonable.