The Comprehension About Fad Consumption Of Modern Developmental View

Consumption pattern and life style are contacted densely and integrally in human history. On one hand the change of the life style often causes the change of the consumption pattern; On the other hand, the change of the consumption pattern is influencing people to understanding and attitude surviving slowly too. This text attempts to explore and study the consumption pattern of modern developmental view --the reason and characteristic that fad produced in , thus announce development mythology , happiness mythology that fad brought. The first part of this text analyses mainly the reason and terms that fad produces with. Transition of the consumption pattern origins in change of survival and development ways of people. Fad is a result of the modern developmental way. Western industrial revolution had brought the production of the great machine. Social productivity improved notably, and people's life style changed greatly, assaulted the consumption idea and consumption pattern at the same time. The products of the surplus require the consumption of the surplus. If the capitalists want to realize their ceaseless profit, they must stimulate constantly people's needs of consumption. This is requirement of modern developmental view namely the industrial civilization's developmental view. So, it is the basic motive force to promote consumption pattern that improve the economic growth constantly. Irritating consumer is a direct term of fad consumption that stimulate people's wants. How could attract consumers to buy the things of those fashions and consumption on the surplus? The trade company has introduced the advertisement. The advertisement often utilizes celebrity's appeal to transmit the symbol (not the use value of the consumer goods) of fad, and let consumers make a certain habituation to associate between consumer goods and a certain fashion meaning. In this way, the advertisement has become the media means to make fad. It is not merely influencing people's shopping direction, the thought or even life style. The second part of this text mainly announces the essential characteristic of fad consumption --symbol, and expound social effect and social function that its symbol brings. Consumption, as regards its original meaning, is occupying, using and consuming tothe thing. The thing is consumed, just because it is worth using. Use value determines whether things can have measure of value of consuming nature. But economic growth require consumption of surplus, consumption of surplus require abandon the consumer goods when they have use value. So, fad value replaces use value and becomes value standard which weighs the consumer goods. Why can fad weigh the consumption value of the thing? Because it is a kind of directional symbol of social status, prestige, and reputation. People have obtained corresponding social status, prestige, and reputation through fad consumption, and transmit the social sense of superiority in some with others' comparison, in order to provoke their envy, respect. Through " code " of the symbol the symbolic meaning announce the social function of " distinguishing ". People do not consume the thing itself (use value); but use the thing (in terms of broad sense ) for regarding as the symbol that can stress people, or let you join in ideal group, or consult a group of high status to get rid of this group. The symbolic meaning and distinguish function is fad consumption --social effect and social function of symbol consumption. it is a basic cause that people always enjoy pursuing fadtoo. The third part of this text mainly criticize fad consumption of modern developmental view in view of value. Firstly, fad consumption brings danger to the ecological environment and market development. Fad consumption makes people throw away the useful thing unrestrictedly, and this kind consumption pattern of" throwing away promptly after using " and " out of date to throw away promptly " accelerate circulation of commodities, at the same time it must waste a large number of resources. It is a " concealed killer " of aggravating the ecological environment worse. Excessive packing not merely increases the costs of the goods, adds consumers' burden and burden for the environment. Obviously, though fad consumption is promoting the economic growth objectively, we cannot say this is behavior of social progress. When people still regard fad consumption as the happy mythology, the mirage of this kind of symbol evaporates in front of the fact. People thinks fad meets one's own needs, thus brings the happiness, but in fact compare ceaselessly each other. People are unable to close own goal of the heart, unable to obtain satisfaction and the happiness sense. If we excavate deeply, fad assymbol is a kind of main culture that can wear down people individual character and rule people's ideals. Consumers attempt to display own individual character, taste and temperament through " difference " and " distinguishing " that fad create. But any subjectivity is only the temporary existence; the batch and standardized fashion style can turn subjective culture into objective culture quickly. They make consumers type, while giving he / her individual character (batch individual character), wipe the he / her individual character too. Fad through satisfying wants of market consumption offer more and more the sample of " beauty " and more and more captivating commitment to people. It clears up people's inherent surmounting and resisting linking degree, makes people lose the thought and depth, tries to escape reality in the culture pattern of complanation, indulges in material comfort. This is ruled by ideology of people's culture. It can only bring mankind's sense of loss of the spiritual home finally. If we want change such uncontinuable consumption pattern of fad consumption, we must insist on the conception of " appropriate consumption ". That is to say, we must insist on the basis of existence of single person and the continuable existence of humankind. This is a...