Creative Interpolation Of Advertisements From The Perspective Of Consumer Culture

In recent years,"Creative Interpolation Advertising" has become a hot spot in the advertising market.In 2017,the creative Interpolation Advertising Market showed a blowout-like development.Like traditional TV advertising,it brought huge consumption in the commodity market.From the point of view of advertising quality,some can be comparable to classical TV advertisements,and some of them are rough and rough.It is precisely because of the vigorous development of the Internet media,creative advertising in the original series of IP attention,taking advantage of the east wind of traffic,resolutely rise in the advertising market,the market prospects are immeasurable,and then guide the current consumer behavior.The symbolic value and code relationship behind consumption are the relevant characteristics of the consumer society.The great abundance of goods makes commodity consumption not only a simple use value,but also a series of code references behind it to guide contemporary consumption behavior.The characteristics of Internet media,such as openness,instantaneity,efficiency and interaction,directly affect the way of information reception.The traditional discourse power has been gradually eliminated and rebuilt,and has developed into a discourse characteristic and communication mode with youth sub-culture.In the traditional shortcomings of TV advertising and the development requirements of the media,both internal and external factors make creative advertising emerge at the historic moment.This innovative form of TV advertising not only meets the external formal requirements of the rules,but also meets the internal sub-cultural needs.In the process of continuous development,creative advertising has gradually formed its own characteristics,and shows a strong vitality.In this paper,the media,consumption,discourse,symbols and other theories will be used as a support point to define and sort out the creative advertising,find out the theoretical basis implied in the context of consumer culture,and under the support of scientific analysis,analyze the consumption characteristics and cultural extension behind the creative advertising carnival.The research is mainly divided into four parts.The first part starts with the theory of media,self-consumption,symbolic consumption and entertainment carnival,combs theprocess of implanted advertisement from the hard implantation of patches to the original soft implantation and the new implantation in the present,and makes a clear comb of the development and advantages of the creative advertising.The second part takes advertising and consumption as self-sufficiency point,finds out the relationship between advertising industry and consumer society,and then in the self-sufficiency point of consumer culture,through visual consumption,symbol consumption,idol consumption,symbol consumption to elaborate the different aspects of advertising in creativity.The third part analyses the characteristics of advertisement insertion in creativity from the aspects of creativity,text and discourse construction.The fourth part is about the current situation of creative advertising to analyze the future development trend,with a view to providing development suggestions.