A Study On The Changes Of Consumer Culture In The Advertisements Of "Economic Daily" (1983-2018)

In the past 40 years of reform and opening up,The Chinese people have moved from a state of scarcity and shortage of material resources to a consumption stage of basically achieving a moderately prosperous life in all respects,making remarkable historical achievements.At present,China has entered a period of "new normal" economy,in which consumption has become an important driver to achieve healthy and sustainable economic growth,and consumption culture has become an important theoretical and practical subject in the process of market economy and spiritual civilization construction in China.As a manifestation of carrying consumption culture,the study of Chinese consumption culture and its changing course from the perspective of advertising helps us to understand the trend of consumption culture in China's historical and social evolution from the perspective of mirroring advertisement.On the other hand,it is helpful for us to make better use of advertising communication mechanism to construct positive consumer culture connotation and provide some empirical reference value for national economic power.This paper uses content analysis method to sample,code,statistics and discourse analysis of advertisements published by The Party newspaper and the Economic Daily,a major economic newspaper,from 1983 to 2018,so as to explore and analyze the change history and law of Chinese consumer culture reflected in advertisements.From the analysis of advertising content,it is found that there are five stages of consumer culture change presented by Economic Daily: before 1985,there was a shortage of consumer goods,and residents had no choice but to maintain the traditional "frugal" consumer culture;From 1986 to 1992,the quantity and quality of advertisements and consumer goods went up to a higher level,and the society gradually turned to a moderate consumption culture with residents' independent consumptionconsciousness.From 1993 to 1999,the opening up of the market and the invasion of western multinational corporations' advertisements have aggravated the cultural tendency of consumerism and the stratification trend of consumer subjects in China.After entering the new millennium,China's consumer market boomed.In the accelerated process of globalization,there appeared a state of diversified consumer culture in which eastern and Western cultural views converged and traditional,modern and post-modern consumption concepts converged.From 2011 to 2018,the upgrading of the consumption structure led by new consumption established the dominant position of consumers in the market,and China gradually shifted to a new consumption culture of "putting people first,centering on people's enjoyment and development needs" in the new era of socialism with Chinese characteristics.The changing process of consumption culture is subject to the economic foundation of a country and reacts on the economic development of a country.It is often based on symbols to depict the idealized state of people's ideas,intangible realization of the idea of the carrier of goods penetration.It is the cultural product of specific times and economic background,and it is the reasonable arrangement under the state regulation market and policy form.At the same time,it also reacts on people's consumption demand and reconstructs the existing value of commodities in the consumption market.The process of its change is a dynamic process of the old and the new changing gradually and each stage has its inevitability and rationality.This paper will make further analysis and discussion.