A Study On Symols Of Jeans Advertisements

This thesis, based on grasping the development of jeans and jeans advertisements, analyzes a large number of recent western jeans advertisements from the point of view of Semiotics and Culturology. And the purpose of this thesis is to explore the features of symbolic using and creative performance and interpret cultural phenomena and theories. Through this kind of media, jeans ads, it is possible to perceive interflow and conflicts between eastern and western cultures and know how to treat western cultures on the backgrounds of globalization.Jeans were costume of blue-collar at first, but nowadays they have been welcomed by all levels of society. And the reason is connected with their deep cultural connotations, which can reflect western cultures. In the modern Consumer Society, where the trend of product homogenization becomes more and more obvious, advertising does not only deliver commodity information to audience or persuade them to take purchasing action, but also affect their lifestyles, values and spiritual orientations. Moreover, it has been a communicator and a creator of modern cultures and has gotten symbolization in the times of information explosion and consumerist culture expansion. Lots of jeans brands use advertising symbols proficiently to achieve wonderful ideas; meanwhile they try to implant consumerist ideology to audience to sell products.Jeans ads promote the development of jeans cultures. By doing research on various kinds of symbols in jeans ads, pictorial and linguistic ones, it is feasible to find out their cultural connotations as well as ideology, especially consumerist ideology. And the concept of Humanism, Postmodernism and Cultural Hegemony can also be found in jeans cultures. With the coming of globalization, interaction among multiple cultures increases. At the same time, the western developed countries export their cultural products and values to the developing countries in a large scale by means of mass media, for the purpose of cultural aggression. Only with taking the initiative to produce cultural products which reflect the mainstream cultural values, can Chinese media and advertising strengthen their cultures and defense the attack of cultural hegemony.