Representation And Deconstruction

Since reform and opening up, the youth subculture has sprouted gradually and takenroot in our country. It's "resistance","style","marginal" and "innovative" properties fit withthe young people and the commercial society. It can be said that the youth sub-culture fitsnaturally with today's business culture and consumption culture. So it is destined to beincorporated by business.As a cultural "middleman", advertising can not be avoided in this process. I believethat we need to solve the following two questions firstly before studying on youthsubculture in the ad: one problem is that youth subculture is how to present in the ad;another problem is that youth subculture is how to be deconstructed as a non-mainstreamculture.This thesis does a study on these two problems. The first chapter explains why theyouth subculture closes with the advertising in today's business environment. Chapter II,chapter III explores how to reproduce and present youth subculture in the perspective ofcommunicators. The article explores two dimensions in reproducing the subculture, one isthe subculture refraction in advertising, and another is the subculture shape in advertising.The article analyzes the subculture presentation in three levels:"label","type" and"rationalization". The fourth chapter analyzes the deconstruction of youth subculture in theaudience's point of view. This chapter analyzes in these three aspects: the role, identity,and the replacement of the youth subcultures. Finally, the epilogue, it is the conclusions ofthe paper, it is said that we should take youth subculture as a consumption myth in order toachieve a good spread; on the other hand, we should see some of the negative impact itbrought to the advertising. This paper selected youth subculture in advertising as the object of study, and analyzelots of cases. Based on the case studies, this article takes advertising theories, communicationtheories, reproduction theories etc. as the basis. And it takes the social construction theoriesand the youth subculture theories to analyze on the representation and deconstruction inadvertising.In addition, this article focuses on the combination of the theory and practice. It has aguiding significance for the youth subculture practice in the ad.