Research On The Cultural Symbol Change Of Fashion Magazine Cover From The Perspective Of Consumerism

Fashion magazine advertisements interact with consumers in the form of cultural symbols.People have regarded advertisements as an important source of fashion information,following the advertisements to chase fashion and satisfy their own needs.And "ELLE World Fashion Garden" is the first fashion magazine to enter China,which has a profound impact on Chinese fashion consumers.This article combines consumerism culture,explores the changes of cultural symbols in fashion magazine cover advertisements,tries to analyze the reasons and influences of the changes,and puts forward some thoughts on the future communication and development direction of fashion magazine advertising.The research object is "Elle World Fashion Garden"(1989-2020).Through the quantitative and qualitative analysis of the basic information and cultural symbol categories in the cover advertisement,it explores the changes and the information conveyed by the cultural symbols of the cover advertisement of fashion magazines from its inception to the present.Mainly use content analysis method and semiotic analysis method to encode and analyze the characteristics of cover character models,product types appearing on the cover advertisement,and cultural symbol categories.The study found that in the cover advertisement of "Elle World Fashion Garden",the advertisements of apparel,shoes and bags appeared most frequently,followed by beauty salons.Judging from the two periods of 1989-2005 and 2006-2020,the cultural symbols in magazine cover advertisements have changed from the original Western cultural symbols far more than Chinese cultural symbols to Chinese and Western cultural symbols.After cross-analysis and chi-square,it is tested that the period of the advertisement is related to Chinese cultural symbols,Western cultural symbols,Chinese stars or celebrities,Western stars or celebrities,and model gender,nationality,and exposure.In the first half of the period,there was no male model on the cover of the magazine,and over time,more and more places were exposed.The main reasons for the changes in the cultural symbols of fashion magazine cover advertising include: from the perspective of consumers,the development of symbolic consumption has gradually matured.Consumers believe that Western culture is more advanced and can demonstrate their own cultural taste,so they blindly worship Western culture;from advertising communicators,Western cultural symbols can make advertising more effective,and publishers are driven by the psychology of interest to prefer Western cultural symbols.Western cultural symbols in fashion advertisements mainly convey two kinds of values,namely practical cultural values and symbolic cultural values.Practical cultural values are used to tell consumers the functional value or actual utility value of such fashion products in a simple and direct way,while symbolic values use metaphors to make consumers think that such fashion products can bring them more ideals.Happy life,such as recognition of identity and recognition of taste.The main body of consumption,especially fashion consumption,hopes to meet spiritual needs through consumption.Based on consumers' emphasis on symbolic cultural values,as a producer of fashion advertisements,they strive to construct texts in this direction.On the one hand,they try their best to meet the spiritual needs of consumers,and on the other hand,they achieve their own commercial goals.By interpreting the cultural values conveyed by the ad copy in the cover advertisement,it can be seen that consumers' desire to purchase and purchasing power have been significantly enhanced under this cultural stimulation.Under the joint action of consumers and advertisers,Western cultural symbols have been widely used in fashion advertising.With the development of my country's fashion consumption and the spread of fashion culture,Western cultural symbols have brought many cultural consequences.Not only has it diffused the values of enjoyment and comparison,and the concept of consumption,but it has further subtly expanded the influence of Western cultural hegemonism.While the spread of Western culture in the country has expanded,it has compressed the living space for the development of traditional Chinese culture,and has brought tremendous impact and challenges to the development of local culture.In short,the spread of Western cultural symbols with the help of fashion magazine advertising platforms has many negative effects on my country's consumer society and cultural development.In order to protect local culture and resist the negative influence of Western cultural symbols,it is necessary to regulate the behavior of publishers through legal means,strengthen the guidance of consumers' cultural awareness,fully explore the highlights of Chinese cultural symbols,and implement advertising localization creative and communication strategies,And ultimately achieve a win-win economic and cultural benefits.