A Study On Changes Of Contemporary Chinese Consumption Concept

This paper divides the advertisement communication and expression into four aspects: viewpoint and content, symbol, information delivery process, art and authentic, takes them as four perspectives and studies 3495 advertisements of 'Xinmin Evening News' .It concludes the four different stages of Chinese contemporary changes of consumption concept from 1982-2004, suggests several traits, trends and problems. It also gives other six minor conclusions and open questions such as the co-function mode between advertising communication and consumption concept change.