Study On Advertising With The Culture Studies View

This paper has analyzed Advertising's industry by the culture studies view. This analysis is different from traditional Advertising research. It has reconstructed the Advertising research formation. It has broken the situation that Advertising research only based on marketing theory. This attempt is innovation in the Advertising research area.The attempts based on the interdisciplinary research. At the beginning of the paper, I listed the lasted research in interdisciplinary section in the world. That discussion will support my opinion that analyzes the Advertising industry by culture study view. The chapter3 has introduced the culture studies development and history. Then take the main idea that'what is culture studies'. I list all the research result of culture studies area and display a form of culture studies.The chapter4, 5, 6 discuss the advertising industry concreted issue by the culture studies. Third chapter ponders from the cultural research criticalness embarks, reconsidering society to advertisement view. By the Smith's view, replied through the discussion commodity anthropology the advertisement and society's relations, pointed out the advertisement has not disseminated the material principle only to cause to reflect society's values, bring the view to force us by no means to accept.Chapter3 and Chapter4 is depended on culture and sociology view, have discussed the Advertising development in the Industry Revolution period. People's life changed with the science and technology's development. Transportation change the distance between peoples. Human relations in society also changed. A consumeristic society had appeared by those changes.Chapter5 will embark from the cultural studies interdisciplinary view. The discussion will have to break in the Economic supposition, and then will seek the answer for the debate of Advertising is a market power or a information power. This paper also imported the idea of behavioral science try to find out why people always have irrational consume action when they deal with advertisement.Chapter6 will discuss the relationship between Advertising and Economic. By import the Game theory idea, I constructed a Game theory model of Advertising Producer and Consumers. It show us how the advertising theory running in the mathematic way. Advertising is abstract thing and difficult research by logic way. This model will help us understand more about Advertising's logic aspect. By deep research on this model, I believe that we can solve a lot of problems in Advertising area.