30 Years Of Reform And Opening:a Study On Changes Of Chinese Consumption Concept From The Perspective Of Advertisement Of < Guangzhou Daily>

30 years of reform and opening up was the tortuous development but also achieved great success in China. Various social reforms facilitated the development of productive forces greatly. The economic determines the superstructure, thus the development of market economy has brought the changes of people's concept, especially of consumption concept. As a product of the commodity economy ,advertisement always closely links to commodity consumption, It's also a cultural existence and dissemination activities that impacts on the people's thinking,attitudes and values and also guides people's life practices and behavior. "Advertising perhaps is the best mass media of our era " , Jean Baudrillard pointed out the tremendous role in promoting consumption of advertisement in the book《consumer society》. "Advertising records the development of commercial and the cultural." Mr. Gongzhen, a famous expert of history of the newspaper, pointed out the record function of advertisement in 1926. In short, the history of advertising reflects the history of human consumption concept.View of the ads of "Guangzhou Daily" are a very large number, so in this study, the author samples the study object. The author takes a sample every 15 days, finally gets 708 days of newspaper study sample .This article is divided into five chapters to discussion and analysis and solves three key problems: How to stage the concept of changes in advertising and consumption of three decades? What is the trajectory of people's consumption concept? What is the future of the concept of consumer issues? Ultimately, on this basis, the author concludes four important conclusions.Chapter I presents the background of the research and related researches.Chapter II presents the growing background of the contents and the study object.Chapter III analyzes the evolution and feature of the advertising of "Guangzhou Daily".Chapter IV analyzes the changes of consumer behavior.Chapter V is the focus and conclusions for the entire article. In the above sections, the author solves three major issues and draws four conclusions.