Advertisement In The Era Of Globalization: As The Prospect Of The Cultural Concept

We are in the era of advertising. A large variety of advertisements fill the environment of ours, these gradually become an important component which can not be avoided. In the latest 20 years after the government carried out the reform and open policy, advertising industry sprung up, growing in inflation. The history of advertising development in China is short, but it can be reckoned as the epitome of the world's advertising history. The development of no less than 20 years has caused the knowledge of advertising in business and academic area deepened as well as widened. Advertising, from conception to operation, from the form to the content, has evolved from single to diversified; the meaning of advertising has been enriched too. The trend of globalization cannot be reversed, and it affects the creativity of the text profoundly. Advertising has changed from a simply economic phenomenon to an indispensable make-up of the social life, so we can call it advertising culture. This thesis is going to discuss and analyze advertising text as well as advertising phenomenon from the cultural angle. 1. The importing, experiencing and practicing of cultural concept: the advertising text in the new era The advertising text in the new era differentiates a lot from ever. Although the consumers have realized the intention of the production of extra value, but the logic of culture has penetrated into the consuming procedure as the changing of the consuming concept. As the existing of the prestige economics, it has become a common sense to interpret the commodities. The advertising text is producing the "rare commodities"rapidly and effectively. In order to construct the modest atmosphere of consuming, to promote the taste and display the class, to highlight individual personality and style, the cultural symbols and the image symbols have been taken involved. Even their supposedly participation has led to the so-called cultural acclimatized aesthetics of the article's sub-culture. In the continually purchasing process people complete the individual experience or practice of these visible or invisible commodities and services ,the core of which is some concept, and which represents as some sort of symbol(such as brand, trademark, behavior style etc.). The advertising text of the new era has several factors in some section which could be seriously criticized as the fetishism, but the infusing of the more attractive cultural concept such as humanism and environmentalism has enriched the advertisements'meaning. The advertisements themselves have been more intensely interesting. People's purchasing practise dose not reflect the self-desire of the merchandise or service only, but also represent their approval or disapproval of some kind of culture. The purchase behavior becomes the culture practice behavior .Recently the main consuming trend is the consuming of meaning which is can be called the meaning consuming, these meanings construct the concept of the popular culture. While we are in the procedure of desiring towards the brand-new time,the meaning of the advertising text becomes more distinguishing. It's inevitable that the young would be the bridge of the culture. They have the time, the space, the skills, the environment to express their thoughts. They are easy and deeply infected by the consuming culture. In advertising text, the infusion of the concept and the meaning has multiple cultural values. Many cultural models and concepts can be derived from it, which show the vitality of the sub-culture and flowing of the global culture, create various kinds of life-style, even construct the huge aesthetics domain, make the common life unusual. There is a distinguishing feature of the advertising text in the new era: Advertisements leave out the information such as the attribute of the commodity, infuse something brand new in the constructive space, create the relation with the commodity especially the brand, so as to construct or reconstruct the commodity's image, and the content infused always would be connected to the popular consuming culture. As the cultural concept has been infused, the behavior that the audience receives the information itself becomes the procedure of estimating and experiencing the concept. Advertisement arouses target audience to purchase or consume, meanwhile to perform or operate the acceptance of concept or meaning. The communication value of the cultural concept which the advertising text carries or supports has far transcended the ability to inform, it can already infect people's value view, become the fashion, it is so widely known that we cannot escape from its governing domain. The value's expanding of advertising in contemporary life needs the advertising people to make more efforts to communicatemore kindly—after all not the whole value existence need to be re-estimated. 2.Exclusion and participation—reflection of advertising culture in the progress of globalization Globalization is actual a fact in life which we must admit. Globalization dissemination has caused positive effect as well as negative effect, and the positive effect has been badly needed by the region which is not so developed, negative effect is the cause of strike of the by-product, how to deal with such a situation is extremely urgent for the undeveloped countries. No matter globalization appears as internationalism in the procedure of producing or circulating, or as the construction of the global cultural market, the dissemination of the cultural concept, the spreed of the consumerism, it is the huge affect of western culture to the eastern. The developing countries cannot exclude or devoid to participate in international social life if they want to enlarge their power of economics. After analyze the progress of globalization, let us emphasize on advertising to inspect more, in advertising, the selling custom may be considered to vulgarize the culture, but it truly becomes one kind of defection of colonization unobtrusively and imperceptibly. It is not excessive to state this, since there is a complete unbalance between globalization and regionalization. Although exclusion is one kind of strategy. But exclusion is not good for the self-growth. The culturalconservatives try to breathe in the vacuum, but they surely would be smothered. When face the fiercely coming of the globalization storm, the best solution is to participate in it and to sift. However at least the cultural conservatives have alarmed the advertising operators. Since it is not acute enough to cause them deaf, but they have carried out many problems that should be reflected more, such as the subsequent colonization: the colonial culture is aggressive, and the culture needs to develop multiply and balanced. The extroversion of culture while absorbing should be restrained,and we need to suspect the economic culture from the abroad first, try to preserve the national dignity, unearth the local elements, enhance our Chinese culture, or we would be controlled by other in cultural authority, lose our rational reaction ability and become the echo bug of the west in cultural chain. Chinese advertising is the window of economic culture, which is very important to acknowledge. As to how to deal with the situation present, I've several ideas below: Firstly, today, the tide of globalization is very severe, advertising dissemination must participate in this procedure actively. Learn to choose in this participation, do not completely imitate or copy awkwardly. Secondly, cherish the national and local cultural resources which should be utilized rationally, construct the distinguishing style of Chinese advertising actually.