The Spirit Of Humanity In The Advertising Of Western Modern Commercial Society

The purpose of this thesis is to quest the most representative way of revealing the spirit of humanity in the advertising in western modern commercial society as an example of the alcohol advertising. This thesis also analyses multiple perspectives of humanity in modern society, which influence commercial advertising. Furthermore, it researches the relationship between merchant capital and humanity in the advanced capitalism of western countries.This thesis researches the factors of humanity in the alcohol advertising through two aspects: one is the traditional humanity, which is on the base of rationalism and faith of Christ; and another is the worship to the human bodies in the view of post-modernism. Thanks to lots of advertising illustrations, this thesis explains that the western modern advertising contain plenty of factors of humanity, especially in the alcohol advertising.From a perspective of consumerism, this thesis also criticizes the abuse of humanity factors in the advertising.In the mass consumption society, the humanity factors in the advertising cannot represent the real situation of human beings. On the contrary, the key purpose of using these factors is to stimulate audiences to adore symbols of humanity in the advertising, and motivate their desires of consumption. This kind of abuse would finally solidify the dominance of consumption in the capitalist society.