On Contemporary China Automotive Advertising Investigation On Consumer Culture

Automobile industry in modern society presents an important role. There is a qualitatively different at home and abroad in the location and demands of car ads and the car itself. Moreover, automobile industry in the cultural fields is more worthy of attention. In the research of car and automotive advertising, it should be have a real understanding of automotive advertising if we combine the relationship between cars and social interaction. Therefore, there is not only basic on but also beyond the ad's cultural function and social function to make comprehensive consideration; then it can be considered as the whole research and can really reveal the complexity inherent in automotive advertising and profound significance. This is the core of this paper is to explore.View of time, in 1995 the car market was truly open, lags far behind in the speed of the formation of a large consumer market early. Benefit from the reform and opening up the growth of a group of middle class (private entrepreneurs mainly) from the 80's accumulated enough to buy from the desire and purchasing power, the 1994 opening of a paper that makes the market was "blowout" type moment the outbreak. However, the cost of expensive cars, complex approval procedures, the lengthy process of waiting for the bus, car insurance, safety issues, determines the purchase method of this period is still "rational" oriented. This also makes the automotive ads of this period, their appeals and advertising concepts to highlight the main aspects of product functionality, auto power, security, appearance, function configure. Since 2002, China's economic development, national per capita income has doubled the middle class stratification; the homogenization of cars and automotive markets mature, these reasons makes functional demands of automobile advertising turn for the emotional appeal, presentation of a way of life and life philosophy. Since 2006, the world economic downturn, the upper and lower middle class movement to strengthen, "rich second generation" of mature and transfer, popularity of the Internet, the consumer and the car market cultivation, etc., so that China's auto advertising in terms of demands on the way or means of the techniques are more mature.Goods and culture combined with abnormal close, and even to some extent, culture can be substituted by the goods in consumer society. All of these are mediated through advertising. Advertising language strategies and the way of play roles means that significance is not already exists, it is built. Inherent meaning is not a commodity; it is characterized by man-made out of, and therefore widespread, and even into people's subconscious, which recognized its "natural" change. On the surface, consumer culture seems to center on an individual as the culture, individuals have the absolute right to choose, consumers are lifted to the status of "God" in height. However, if deeper inspection, personal attitudes, choices, decision are from the "image" which are carefully designed by the producers, it is given to products with cultural content producers, absorb by personality, and further into the individual unconscious way of life and expression, which makes individual "conscious" use the goods and then to be met. For having a comprehensive understanding of the automotive ads, we have to introduce a view of consumer culture. Starting from the longitudinal axis of history, the changing of the history of automotive advertising is actually the changing of the status of the cars. This process is car of "Civilian" process.It cannot be evaded the problems of the complex emotional and multi-vehicle demand in the automotive advertising. Automotive advertising presents a variety of trends, in a word, that is, integrated marketing. Automotive advertising scope is constantly expanding, from the performance, look to the automobile research and development; from product quality, detect to the emergence of new concepts; from the production line operators to consumer intervention, as well as the different phase of products, advertising can be found in the fertile soil nourished. At the same time, the car market is gradually saturation, the market is transform from sellers market to buyers, manufacturers increasingly heated competition, the importance of advertising is also rising, it is not just for car sales exists, more importantly, it has become an important component consumption of mining new markets, differentiate between new market space, and the production of new vehicles. As a sign of given special cultural significance, Given special cultural significance as the sign, car is no longer a consumer goods, on the contrary, it become connect the people's spiritual and emotional, in the car, individuals have devoted too much complex emotion. In the view of status and taste, it is an important tool of distinction. From a single newspaper ad to the four kinds of media (newspapers, magazines, television, Internet), and from a variety of ads to highly targeted, multi-line advertising, from the poor advertising techniques, the simple emotional appeal to the integration of marketing, emotional and rational demands, the development of China's auto advertising very rapidly, both form and content are continuously enriched.Thus, it cannot be understand the ads'characteristics in a given period if it doesn't analysis the automotive advertising from the economic, political, social, cultural and other aspects. Before this paper, there are many practical paper about car ads which more focused on its commercial aspects and lack of research its profound human history and culture. Therefore, this article will be integrated all kinds of factors, discussed the car ads from history and culture. Also fill a large blank of the studies of automotive advertising.