The Research On The Post-modernization Of Commercial Television Advertising In Resent Ten Years

The contemporary world is being in the developed times of cultures. Various cultural thought trends and schools have constituted the most prosperous cultural landscape. In western countries, Postmodernism appeared in 1960's, and reached its apogee in 1980's. It has become a thought trend while criticizing western society, philosophy, technology and reason. At the same time, it has blend in the daily life, and been wild accepted by the public. Although China has not been affluent and developed enough, China has also been on the way to a consumer society. Consumption of goods has become a main lifestyle, especially in the big cities and coastal cities. Advertisements, fashion and pop music have not only blended in people's life, but also become mostly resources of how moral ideas and ethics form. Jameson said, a most important quality of post modern culture was that image became the representative symbol of cultural transform, instead of language. He thought, images should have been connected with information society with television, especially advertisement as the core.In the thesis, the writer will analysis the origin, actuality and future of postmodern TV advertisements, from multiple perspectives, such as economics, aesthetic and consumer society. Than the writer will apply postmodern theories, discuss about the changes, and advance personal views about the consumer culture and traditional culture.Firstly, the appearance of postmodern TV advertisements and its trend of development will be analyzed. Consumer culture and postmodern advertisements interact, so that the latter caries peculiar advertising language.Secondly, the postmodern elements in Chinese commercial TV advertisements will be analyzed, and compared with those above in oversea postmodern TV advertisements. In different context, Chinese commercial TV advertisements cany Chinese characters. This part is the most important part in whole thesis, for it discusses not only the postmodern advertisements, but also the consumer culture at the back.Lastly, personal views will be put forward. The introduction of postmodern culture has led the conflict of postmodern culture and traditional culture, which will bring traditional culture a new life, as well as postmodern culture the development direction. On the base of analysis on consumer culture in western world and China, the direction and duty of Chinese consumer culture will be suggested finally.