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Interpretation of modern advertising symbol of the consumer society , human and material

Author: ZhaoYiXin
Tutor: LuShanBing
School: Northwestern University
Course: Communication
Keywords: Symbol TV ads Human and material Meaning Crisis
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 130
Quote: 0
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Abstract


In the continuous development of the consumer market today , a society full of symbols are gradually replacing the social status of goods , traditional weak consumer attitudes , values ??shift , symbolic consumption is also with the advent of symbolic social became human consumption mainstream and main characteristics . People no longer satisfied with the consumption of the value in use and value of commodities , the \In this social context , the television advertising as a the Multimedia symbol system , the use of their own advantages produced a large number of commodities are not directly visible symbol meaning , the people began to be pursued , it can be said , created by television advertising , consumer branding already ubiquitous in people's daily life , and the relationship between the consumer and commodity under the influence of the TV advertising has become more complex . This paper is a descriptive and empirical research , as the starting point to the relationship between persons and things , in the context of the consumer society , with the symbol of the TV ads , and explore the results once again return to the human and material relationship, in order to find a better interpretation of the relationship between persons and things in the consumer society embodied breakthrough point . In the study , the author through the sample survey on the primetime sports time television advertising , trying to establish a semiotics and quantitative analysis of the combination of research methods , semiotics and content analysis expertise together , symbolic of television advertising more in-depth study of the relationship between persons and things implied by the process as well as television advertising content . The important feature of the relationship of the human and material goods society , full of colored symbols shaped by television advertising , consumer society , only to follow on the basis of the principles of law of social development and the symbol dissemination to find accurate inappropriate breakthrough in find cause between man and material embarrassing the root cause of the problem , in order to create a healthy media environment and consumer environment !

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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