Representation Of Professional Culture

This article chooses "China Advertising" as the study sample, which is the earliest professional journal of advertising inaugurated in China, in order to explore the culture of "China Advertising" in history, to illustrate its reality and analyze the root of its existence. Finally, this study aims to instruct the current situation and improve the construction of China advertising culture.Advertising is the product of a certain social culture. In the process of its development, it also formed its own cultural system. This system is complicated, and does not have a conclusion. On the one hand, advertising is a mirror of commodities and consumption world. On the other hand advertising is a mirror of the advertising industry and its theoretical circles. In this sense, the advertising culture mirrored in "Chinese Magazine" has shown the smell of commodities and society presented by the advertisement itself, as well as reflecting the ideology of Chinese advertising industry. These two aspects constitute the advertising culture. The premise of this study is admitting the existence of this culture, and using the professional journal - "China Advertising" as the study sample, to explore the evolution of the advertising culture in a professional journal and try to make contribution to the development and communication of the Chinese advertising culture.The content of this article can be broadly divided into two aspects: one aspect is the establishment of the professionalism image. As a mainstay, "China Advertising" experienced the advertising consciousness, the construction of professionalism culture on its own, and went through several fissile stages of itself in the advertising culture. In this historical evolution, this study tries to reveal how the construction of the professionalism culture colludes with the era, and the practical meaning in collusion with history. Another aspect is to illustrate the cultural strategy and practice of "China Advertising", explaining "China Advertising" as a professional journal how to interact with advertising academia. And this interaction is manifested in the analysis of columns of this article, how columns reconstruct the mirror of advertising academia.