Luxury Advertising And The Study Of Consumption Culture In The Postmodern Society

Post-modern consumer era,namely the significance consumption era.Inother words,it is a time that the mass consume the significance. In thiskind of era, what is important is symbolic metaphor such as high quality,style and so on, but not the product itself.In the post-modern consumersociety, luxury as a goods whose symbol value is greater than its use valuehas long been flying into the homes of ordinary people. It can be saidthat the post-modern consumer society greatly enriches the luxury fashionconsumption, but also dissolves original ecology of luxury. However, wehave to sigh: this is a very good time in which the mass,like theelite,are with the trappings of truly opulent wealth.; this is also avery bad time. The public is surrounded by a variety of media,assimilation,eventually run around. The mass not only continues to havematerial, but also constantly gets lost, everyone seems to have gotmaterialistic, hair high fever for shopping. We drunk in this day andage, crazy for this day and age,it looks like a myth, rich,sentimentaland full of magic. Just like something from Thackeray,teenagers actinglike adults, adults acting like teenagers.In the book “consumersociety”,Jean Baudrillard tried to smash the consumer world which wassupported by the mass media and liked a demonic world and threatenedeveryone at every moment,Neil Postman also predicted that we will be thethings we love to ruin. But there are also the authors that expressed theview that commodity is by nature a kind of perceptualexistence,post-modern society is naturally the consumer-driven society,whether goods or consumer behaviors exist in an objectivestate.Both are understandable.Objectively speakingly,consumerbehavior doesn’t have any ideology,but the ad can always play the roleof assigning meaning in the process of consumption.What’s more,nowadays,the reason why multifarious and even deformity consumerphenomenon occurs.One stems from mental attitude that consumers treatcommodities especially luxury,and the other is derived from the consumersituational constructed by the advertising,which easily makes consumersirrational.This paper has no intention to support which kind of pointof view,only hope to select advertising and the construction of the luxuryconsumer fashion as the perspective,using the luxury consumptionphenomenon of China as an example,through the Chinese characteristicconsumption phenomenon to explore the human nature,the essence ofsociety,based on the analysis of advertising’s influence on luxury brandcreation process,discuss the way of the creation of the China’s localluxury brand.