Community Advertising Research Under The Ritual View Of Communication Are

Community advertisement, as a kind of cultural phenomenon, is a kind of specific communication practice. Symbol in community advertisement is the main place of meaning production and communication. It is the characterization of culture, and the reconstruction of the real world. American scholar James W Carey and his theory of ritual view of communication regard spread as a ritual. He believes that the essence of communication is the process of production, maintenance, modification and transformation of reality. Communication is the ritual construction of reality through the production of symbolic meaning, and it is the representation and maintenance of culture. This study attempts to research on Carey's ritual view of communication, Xi'an community advertising is served as a cultural ceremony. Through the analysis and interpretation of a series of ritual symbols in advertisement, the report will examine symbol that implied meaning and it's based on shared for characterization of realistic society and culture.Three methods are used to carry out the sample collection of commercial advertisements in 10 communities in Xi'an city, including content analysis, text analysis and case study. Through the encoding of advertising colors, characters, scenes and symbols design and statistical, ritual symbol characteristic of combing the Xi'an city community advertising, study ritual symbolic construction of reality, explain that people in the advertising community ceremony expressed how the significance and values. The study concluded that, Xi'an community advertisement is a repetitive stylized ceremony which is composed by ceremonial role, ceremony stage prop, and ritual scene. As a kind of ceremony, the community advertising achieves the function of the ceremony by transformation of symbolic significance. The advertisement symbol has the religious metaphor:the color and the scene symbol trace the primitive worship idea in the primitive period; the advertisement brand logo has the totem religious metaphor; the character symbol can produce the power of witchcraft. Xi'an community advertising ceremony is the reaction of socialization. It rebuilds family relationships and social relationships through the characterization of Chinese traditional ethics. Besides, it also shows thought of "fetishism" and in cosmetic advertising female body consumption as the representative of modern consumerism culture. And that the people from the "functional consumption" to "symbolic consumption", is a true portrayal of social change.The paper attends to regard ritual view of communication as research approach, to finally investigate the local communication activities. More efforts were made on the new exploration of advertisement research that in the perspective of ritual view of communication, and finding out new vision of communication activity on the discussion of cultural research.