Research On Misleading Of Modern Advertising On Consumptive Culture And The Countermeasures

Recent years, as material is extremely abundant,, consumptive culture becomes a popular topic. And Advertising plays an important role in spending, as well as its successor influence .This research attempts to analyze the misleading of advertisement to cusumpive cultural as well as the harm on the basis of analyze the correlation of advertisement and the consumpive culture,then proposed the countermeasures of the misleading caused by the advertisement,in the hope of instructing the healthy development of consumptive culture.This research divides into four parts.the first part introduced the selected origin ,value,investigative measure of this topic, And elaborated researchfull development in detail from the domestic to foreign.The second part took apart the reciprocity of the modern advertisement and the consumpive culture.And four aspect were discussed: modern advertising and consumptive culture, Modern advertising and the market, modern advertising and consumpive culture, modern advertising and the behavior of consumer, Then from the symbols perspective of this phenomenon was analyzed.In the third part also the most important part, The author emphatically analyze the misleading of advertisement to cusumpive cultural as well as the harm..In the"misleading"part,the author attempt to analyze the five principal aspect of the misleading of advertisement to cusumpive cultural,includes the use value of commidty isn't exist any longer,new product eliminate fastly, Pornography is in popular,classic culture is disappear and the advertisement becomes a religious totem.In the"harm"part,discussed the harm to different class emphasis(include the harm to children,female and male )as well as the influence to ideology of consumer,and the disadvantageous to the whole society is also discussed.The fouth part also the last part of this research proposed the countermeasures of the misleading caused by the advertisement,five aspects were discussed.Firstly,the government shoud construct the advertisement laws and the regulations system perfectly, Strengthens the enforcement of the law,enlarges the fine;Secondly,the media should complete"the check person";Thirdly, the enterprise and the advertisement company should inspect themselves consciously;Finally,the consumer should sets up the correct ideology,then promote the healthy development of the consumptive culture.