From The Perspective Of Culture Study: The Modern Cigarette Advertisement

Compared with the traditional advertisement,modern cigarette advertisement had stimulated consumers more than ever.These cigarette advertisements were fine,with convinced illustrations,which had taken the cigarette into a broader narrative space in daily life.It connected the cigarette and the entire picture through the gorgeous image. Sometimes the reader could even hardly know the accurate meaning.However,what the entire image had expressed was more than cigarette information itself,but other information including the status,the wealth and the authority.Therefore,the cigarette advertisement had been endowed with more cultural significance.The cigarette as well as the behavior of smoking was given more mark values,which was transformed into a cultural text,and a kind of cultural symbol.The cigarette advertisement described vivid picture of happy life by setting up the "expense idol" and joyful exaggeration of smoking.The life value of welfare and hedonism was delivered to meet self-approval view of "the upper-class" and "the lofty public figure".The cigarette advertisement also connected the cigarette and traditional happy family life,which not only working as a symbol of love and peace in one family,but also strengthening the social division of labor and the father right patriarchal system.What's more,the ladies and gentlemen in the advertisement showed the mass society the standard of beauty and the ways,smoking,to realize it.Holding the Chinese consumers' psychology and making full use of traditional cultural resources,the modern cigarette advertisement successfully brought the imported cigarette into Chinese consumers' daily life and fulfilled the localization.However,the local Chinese cigarette advertisement focused on the differences between "domestic products" and "imported goods",built kind of nation and country concepts,strengthened the self-identity of China and established nation-state concept in the modern China.