A Study On The Change Of Consumption Concept Of Advertisement In The Last 30 Years Of Reform And Opening-up

China is in the process of social reformation because of the reform and open policy, and the newspaper advertisements are also affected. Advertisement is pervasive today, it shapes the social consumption concept, and influence consumer behavior, so it is significant to study the change of the consumption concept in the newspaper advertisement in the last 30 years. In order to study the change of consumption concept in the newspaper advertisement, the paper select Yangcheng Evening News, Guangzhou Daily, Nanfang Daily as the research newspaper. The paper base on the overall study of the three kinds of newspaper, content analysis is the main study method in this paper, but text analysis will be also used. The paper is not only a historical research, but also a comparison research. It includes three stages of change of consumption concept in the newspaper from 1979 to 2008. After the phase analysis of the consumption concept, the paper would try to explain the reason of the change. Finally, the paper would provide some suggestions on how to construct the consumption concept.