The Study About Entertainment Advertisement In The Background Of Consumption Society

From the very beginning, the advertisement is the achievement urges the promotion sharp weapon of persuading consumer. it also has strong utility. The entertainment source from the human natural of tending happiness and avoiding bitter, is the effective method to move people's heart. In our consumption society of pursuing maximization of commercial interest, the entertainment's commercial value is developed and used by the maximum limit, it also saturate to society's each domain by a huge potential .In this entertainment tide, the advertising industry also opens its door widely for the entertainment, intimately join with the entertainment. The entertainment advertisement is different from the former rigid sales promotion type advertisement, it is one kind of soft attraction art. In this process, the audiences are attracted by the entertainment factors , their psychology is changing from the resisting to the initiative participation, the advertisement's interaction also be further strengthened.There are four chapters in the article. The first chapter has analyzed the social background of the entertainment advertisement, many social characteristics of consumption society have provided the possibility for the connection of advertisement and the entertainment; The second chapter analyses the entertainment advertisement's characteristic, proposes the entertainment advertisement has the taste, the historic character of originality, the excessiveness of narrative goal, the popularity of entertainment element, as well as the interaction of signal and the technology . The third part analyses the communication mechanism behind the entertainment advertisement, it mainly discusses from the advertisement editing code, consumer illustrating code, and analyzed the phenomenon of misunderstanding; The fourth chapter launches a reconsidering and critics to the entertainment advertisement. It has thoroughly discussed the negative influence of entertainment advertisement, from the view of people's psychology and the social values .