Contemporary Chinese College Students Consumption Alienation In The Horizon Of Commerical Advertisement

Commercial advertising plays an important role in the commodity circulation in modern market economy. As a communication tool providing product information for consumers and establishing the image of corporations, commercial advertising, for its part, is a commercial activity and belongs to the economic category. But in the modern society, the impact of commercial advertising has already been beyond the economic field, permeated into all aspects of society, and derived as part of contemporary social environment. Being dependent on the industrial development, commercial advertising is derived as a business culture, which has its own unique personality. On the one hand, commercials will deploy their positive factors in the process of spreading to relatively deepen and sublimate the audience's values and orientations in the promotion of goods, to increase their artistic purport and plays the role of reference and guidance for the public's consumption;on the other hand, the spread of commercial advertising may intentionally or unintentionally, in the mode of transmission or in the transmission content, have an adverse impact on the public and play a negative role in the cultural construction.The cultural content and values in the commercial advertising will unknowingly affect the college students consuming groups. They are in physical and mental development period and are more vulnerable to be curious about the new and exciting things. As commercial audience they are very sensitive groups. This paper mainly focuses on the consumption alienation of Chinese contemporary college students under the influence of commercial advertising. They are mainly in the following three aspects:First, commercial advertising led to the alienation of consumer psychology of contemporary college students; Second, commercial advertising motivated the alienation of the consumption concept of college students; Third, commercial advertising led the way to the alienation of consumption patterns of college students. Therefore, college students must understand the impact of commercial advertising rationally and develop a positive consumer culture. Society is an interrelated and integrated whole, and only under the common concern and common efforts of commercial advertising industry practitioners, students themselves, families, schools and the society will the consumption of college students become reasonable and rational.