Mythical Landscape Luxury Consumer Communication Strategies Criticism

With the advent of consumer society, luxury goods, as a kind of special commodity with high symbolic value, meets the demands of consumers. Luxury goods is spreading from the west into the east, and China luxury industry has been developing rapidly,leading China to the second largest nation’s of luxury goods consumer. In the transformation of Chinese society, luxury consumption presents a kind of "myth", breaking out of the economic field into other fields, and presents the specific phenomenon and characteristics of China.From a cultural studies perspective, this paper is mainly based on Hall’s Representation Theory, Barthes’s theory of Myths, Symbols to answer the following two questions:1, In what strategy,how the luxury consumer culture becomes a "myth"?2, The deception and fraud of the luxury myth.This article is consist with six parts:The introduction part mainly analyzes the research background, problem, and the significance, and elaborate the domestic and foreign research status about the subject. The first chapter explores the history of luxury and luxury goods.From a historical perspective, luxury has different characteristics in different era. The second chapter mainly introduces the luxury consumption status in our country.The third chapter and the fourth chapter are the main body part of this artical.According argumentation and answer to the above two questions, and focuse on the myth of luxury consumption culture construction strategy, and a critical interpretation, I try to dig the essence of luxury consumption culture, and aimed at deciphering the luxury consumption myth.The strategies to represent luxury consumption culture are mainly five ways:The first is through the show "sex and body" promote consumption; The second is the use of consumer desire identity and social hierarchy needs to build "myth"; The third is through the integration of cross-cultural and dissemination, opening up the world market, and spread into the third world countries; The4th is through the narrative strategies in advertising to build luxury goods myth; The fifth, the technical attributes of new media has, in turn, made consumption myth more richness and diversity, and bring hyperreality sensory experience.Luxury consumption, however, the myth is mostly false and deceptive, is man’s alienation and the controling of the people. Luxury goods consumption story, first of all, become a kind of commodity fetishism, through to the cult of luxury, people are no longer in order to content the needs of purchase and consumption; Secondly the luxury myth into a symbol fetishism. Symbol of luxury is an infinite value, even only became a luxury symbols can be consumed; Third, luxury goods consumption culture implies myths, rituals and cultural violence, which not only embodies in the individual, the culture is also reflected in the process of cultural globalization, threatens a third world country national culture and local culture; Fourth, luxury consumption of individuals-people in the process of consumption of luxury goods, is becoming more and more slow, lost their critical ability, become a kind of false happiness only to enjoy the "single person"; Finally behind luxury as a symbolic power and control, this kind of power and control is not only in the economic field, but also has the "discourse" of power.The epilogue part, mainly thinks of the method to breaking luxury consumption myths, and the rational way of consumption.