On The Rhetorical Phantasma For Advertisement In Consumption Market

From 80s of 20th century, with the development of technology, especially the leaping development of electronic technology, various media promptly come into our life, accordingly, media information fill in whole society resulting in our society becoming a carrier for media information, and all things being present in rootless. Into 21st century, this is more and more common in replace of improvement. All those make the research on rhetorical phantasma, especially for advertisement to be urgent.This paper is mainly based on Lacan's psychoanalytic theory, discusses the generating mechanism of rhetorical phantasma for advertisement. On traditional views, the advertisement dominates consumers'activities in direct or indirect ways, thus inducing consumers'desires to purchase. In my opinion, the advertisement will not be physical entity again, but signifier with nothing which cannot either induce consumers'desires or result in consumers' some activities, just be presented as pure signifier symbol. The advertisement signifier generates significance only by the movement of social Big Other on the signifier chain, producing consumers' desires and inducing consumers'activities. The social Big Other not only puts forward its own requirements by the advertisement, but also constructs the main consumers. At the superficial level, the advertisement produces consumers'desires, and consumers are responding to the advertisement requirements. In fact, consumers are only the carrier of social Big Other, and the social Big Other requires the main consumers constructed by itself and responds to its own requirements by the main consumers. On the one hand, advertisement acted as signifier moves in large signifier families of Big Other and produces significance which drives subject to pursue not exact on special reality, and makes subjects'desire but not the desire to special reality. In such a case, it plays a constant role to continually make public desire, endless of pursuit. On the other hand, subjects are given particular symbolic significance following the instructions of signifier. Thus, subjects replace original self-center with the otherness to become the adjunct of symbolic significance. That is, the social Big Other puts forward requirements, and responds to the requirements by itself at the same time.