The Consumerism Tendency Of The Primary And Secondary School Education Training Advertisement

China’s primary and secondary school education training institutions has become in addition to the regular primary and secondary schools of the most important social education force, because of the private nature, they are facing severe pressure of admissions, advertising is that they raise awareness, expanding influence, obtain an important means of students. Their advertising investment than in normal schools, and in shaping social influence social talent and education idea, their influence is greater. However, education training institutions in order to their own interests, a lot of advertising, the phenomenon of the guide education toward consumerism tendency. These ads in the deep insight into meaningful symbols to identify hidden advertising values, so as to guide the advertising spread the correct education idea and education consumption idea, set up the social education of our country enterprise the confidence of the reform to the benign direction.This paper is divided into three chapters besides the introduction, we will each part of this paper are as follows:The introduction mainly elaborated this article selected topic significance, the research status and the innovation of the thinking of writing this article.The first part: expounds the relation between the consumption culture and advertising, advertising is the construction of symbol consumption, promoters and consumption culture, and made the interpretation of the concept for primary and secondary school education training and classification. Primary and secondary school education training refers to primary and secondary school students as the object, through certain forms of course, to enhance their knowledge and skills, influence their thoughts, ideas of school normal education activities. The author will be divided into the foreign language training, test and schoolwork, art training, quality development and potential development.The second part: primary and secondary school education training advertising consumption symbol construction. In this part, the author using content analysis and observation of selected text analysis has been done for the samples of 94 AD, inductive and out under the consumption culture of the construction of primary and secondary school education cultivates the main worship of the teacher education; Happy to learn, easy exam education idea of promoting; The construction of vision type dream; The perfect packaging of course information; Auxiliary information construction.The third part: under the consumption culture of primary and secondary school education training advertising content analysis. In this part, the author USES content analysis of selected text analysis has been done for the samples of 94 ads, the advertising title do the statistical coding, and it can be divided into 11 coding way, the course promotional ads and cold summer enrollment is the common way of two kinds of coding, the second is selling point before the entrance exam training lectures appeal brand image promotion and enterprise itself. At the same time the author do to the characters in the sample image observation, found that ads in the teachers’ image was very different from traditional teacher’s image, but in the image of wearing a business suit, female teachers in addition to business image, was given a caring students, the kind of maternal image, advertising the image than using elementary school students in the middle school students, because the pupils in the initial stage of life, always be given hope, ideal and a symbol of purity. Through the analysis concluded that the present a tendency of consumerism in advertisement, and analyzes the harmfulness of education consumption tendency, including: commercial discourse hegemony led to commercialization of education; Consumerism led advertising the distortion of the role between teachers and students; Advertising lead education value orientation to be utilitarian; Ignore the laws of education and development, to promote "education crash theory".The forth part: under the consumption culture of primary and secondary school education training advertising content analysis. In this part, the author USES content analysis of selected text analysis has been done for the samples of 94 ads, the advertising title do the statistical coding, and it can be divided into 11 coding way, the course promotional ads and cold summer enrollment is the common way of two kinds of coding, the second is selling point before the entrance exam training lectures appeal brand image promotion and enterprise itself. At the same time the author do to the characters in the sample image observation, found that ads in the teachers’ image was very different from traditional teacher’s image, but in the image of wearing a business suit, female teachers in addition to business image, was given a caring students, the kind of maternal image, advertising the image than using elementary school students in the middle school students, because the pupils in the initial stage of life, always be given hope, ideal and a symbol of purity. Through the analysis concluded that the present a tendency of consumerism in advertisement, and analyzes the harmfulness of education consumption tendency, including: commercial discourse hegemony led to commercialization of education; Consumerism led advertising the distortion of the role between teachers and students; Advertising lead education value orientation to be utilitarian; Ignore the laws of education and development, to promote "education crash theory".