Modern Advertising Codes Interpretation Of Human And Material Relations In The Consumer Society

Nowadays, as consumer market develops continuously, a society of symbols generally replaces the status of the commodity society, at the same time, due to the weakened traditional concept of consumption and the changed values, consumption of symbols becomes consumption mainstream and chief features with the advent of a society of symbols. People are not just content with consuming the value of goods and value-in-use, the consumption of "symbolic value" has become another concept of consumption consumers have pursued. In this social context, as a media symbol system, using their advantages, television advertising creates a large number of symbol meanings not directly visible among commodities so that people rush to them. We can say that consumption of brand created by TV ads has been in people's daily life everywhere, and the relationship between consumers and commodities under the influence of television advertising has become more and more complex.This is a descriptive and empirical research which takes the relationship between people and things as a starting point, in the context of the consumer society and with the study of symbolization of television advertising, once again returns the results of this study to the relationship between people and things in order to find a breakthrough point that better interprets the relationship between people and things reflected in the consumer society. In the study, through a sample survey on TV ads during prime-time and sports time, the author attempts to create a combined research method of semiotic and quantitative content analysis, combines the strengths of the semiotic and content analysis together and conducts a more in-depth research on the process of symbolization of television advertising and the relationship between people and things TV ads implied in the contents.The relationship between people and things is an important feature of commodity society, in this consumer society filled with all sorts of symbols shaped by the television advertising, only when we follow the law of social development and the principles of the dissemination of the symbols and find accurate and appropriate breakthrough point as well as the basic cause of the awkward relations between people and things can we create a healthy media environment and consumer environment!...