Observe The Change Of Consuming Culture Of Taiwan From The Ads Of Chinatimes-after The Termination Of Prohibition Of The Press-from1988to2012

The socialism of Taiwan is different to the real capitalism, it holds the core of Chinesetraditional culture, the rich culture penetrates into life and consumption. China Timesestablished in1950, one of the earliest newspapers. When it sent news to the audiences, it alsosent advertisement. In the light of its identity as the mainstream media, Advertisers came oneafter another. These advertisements present the culture of the society, meanwhile, audiencescan feel this culture, and form a climate of consumption.As Culture of consumption and Chinese traditional culture exist peacefully, this articletry to analysis the changes of Taiwan’s culture of consumption,according to theadvertisements of china times when the prohibition was abandoned.The changes of culturereflect the society, factors of politics, economy and society mix. The special identity ofTaiwan and Historical origin between Chinese mainland and Taiwan both make the studyvaluable. The key point of this article contain structures of the society, people’s awareness、ideas、behaviors and culture of consumption.This article studies the advertisements published in China Times after the prohibitionwas abandoned, the research method is contents analyses. It analyses the contents, patterns,ratio of pictures, style of characters of the advertisements, meanwhile the relations of keypoint and climates of politics and economy, through all of these,it analyses the culture ofconsumption of Taiwan’s society, the course of these changes,the consequence of changesand future trends of consuming culture. This article will point out the problems of the researchand subjects for future study.Culture is the foundation of a society. Today, commerce exists everywhere around theworld, consumption becomes a living fashion, in spite of material consumption or spiritualconsumption, all of these form into a special kind of culture. For example, products of culturalcreative are the rage in Taiwan, they surge people’s interests and hobbies, they run a campaignof culture and creativity.