The Image Adoertising Language Study In The Context Of Sgmbolic Consumption

Image advertising is an intuitive information communication carrier, on one hand, as a commercial promotions, it belongs to the category of social economic activities, On the other hand, as a kind of form of information transmission, it belongs to the category of the social culture.Researches on the characteristics of symbolic image advertising in the context of consumer not only helps the information to transmit effectively, but also be helpful for the contemporary social culture construction.The transformation of social public consumption demand to appeal to the symbolic image advertisement gradually to humanity, diversification and contextualization. Based on the symbolic consumption as the breakthrough point, through the further research on the emergence and development of the context of symbolic consumption, finding the typical symbolic consumption characteristics of the contemporary society, which could further analysis the language and expression in the symbolic image advertisement consumer context .Studies on the image advertisement in the context of symbolic consumption,it should begin from the aspects of aesthetic and consumption tendency of customers,advertising culture and media performance of itself. Explore the concepts and methods which could satisfy the people's aesthetic tendency and consumption demand,enrich the culture and realize the reasonable scene construction, and can make full use of powerful digital network technology to improve the quality of image advertising language.