Words From Advertising Community To Reveal The Transition Of The New Century Values

China, is experiencing the expense time which a commodity marketing and the mark unifies,in 20th century later periods,expends in the time, a remarkable special characteristic then is: The advertisement becomes one kind to have the commercial value the esthetic culture, comparing with the traditional culture form, the advertisement words can direct-viewing reflect for a time in the characteristic and consumer's social values in this time. This article is precisely embarked from this angle, from between semiotics angle inspection advertisement words vicissitude and social values reciprocity.The advertisement words are, in the marketing, one kind of mark performance, the advertisement creator produce the information through the mark creation, disseminates the information. Says from the whole, the writing class mark suits in the advertisement rational demand speech, then, image class mark then says from the whole suits in the advertisement emotion demand. In fact, the advertisement words are the writing class mark and the image class mark conformity. It's not all advertisement as simple transmission to the commercial information. In the most situations, the advertisement also provides one kind for the commodity expense "the significance", thus displays its specific ideology function. This kind "the significance" of the advertisement can procrastinate and affect the daily life way in the space and the time.The advertisement words, however, only changes the social culture one important attribute, itself also restricted by the social culture. It could be said that, that the advertisement marks is one kind of pop culture, but this kind of pop culture receives the social values and the people aesthetic standard influence, is the majority person regarding American and the cultural understanding.advertisement in every area every time can change along with people's expense value idea at the same time, therefore sole carries on crosswise static the research is by far insufficient, the advertisement this mass media dissemination way should not limit merely to the media to the individual influence limited effect, but should change the social mutual recognition and the social norm fusion, expends the values through the inspection society history background to the people vicissitude to inspect in section of times some between the audiences consciousness and the advertisement esthetics relations which has the representative area to manifest. Said from some kind of degree, on the one hand, this kind of analysis is the research of advertising and the sociological thorough union request; On the other hand, also provided a reliable basis for the afterwards study of advertising.Therefore, I chose the advertisement of real estate of Shenzhen to take the research object, mainly had three aspects the reasons:First, the development time of advertisement of Shenzhen's real estate, being long time development, could reveal the clearer research longitudinal advertisement developing process regarding the social values vicissitude influenceSecond, took the reform and open policy of forward-edge position, Shenzhen city's historical vicissitude is worth studying object, the real estate industry ,followed the city synchronization development ,therefore, in the such special status to take to bring with the historical brand mark.At last, because starts early, compares with other big cities, passes through more than 20 years development, the industry have already tempered the rationality and the standard.