From The Psychology Of Consumer's Expense To Look At Postmodern Advertisement's Archives Value

Some new social attributes such as the advancement of science and technology, thehomogeneity of the products,the mature of consumer market day by day, the leading status ofservice competition, the purpose of consuming and masses' common consumer behavior, havebeen meant that we have entered the postmodern society. The postmodern society is afreedom, individuality, rebels against, unique , "everything is ok" society, in this social group,the consumer has a more unique diligently and pursue. The advertisement, as a kind ofreflection of social culture, also reflects some contents of postmodern culture, in theadvertisement floods the idea of the desire for material welfare, the expense, the popular, thewomen's rights, the individuality, the unique and so on, these ideas both conform to themodern consumer's expense psychology, and has manifested now society's cultural essence.Although postmodern advertisement has some negative effects, as a new growingadvertisement form, it conforms to the modern advertisement creation, and has certaininfluence to the nowdays advertisement development.