Research On Influence Multinational Using In SNS Interaction To Carry Out Brand Image Communication In China

With the development of a buyer’s market, consumers of goods fits. The traditional way of film and television advertisement’s influence on fashion consumption is being challenged. Consumer demand for goods is no longer a pragmatic, is more of a focus on the symbolic nature of commodity and psychological experience of buying goods. The audience want to know from the advertising is no longer confined to the commodity itself, is more of a need to know about goods represented by the fashion trend and symbolism. The subject comprehensive analysis of the characteristics of fashion consumption, the stimulation of fashion consumer behavior factors and the influence of film and television ads on fashion consumption process.First of all, fashion consumption is the symbol consumption to a certain extent. Fashion consumers choose products more symbolic meaning of the products as the standard, fashion consumption behavior is impulsive, and degree of fashionable consumer goods is variable, but consumer consumption psychology of fashion is relatively stable. Every fashion consumer behavior is to look for a sense of belonging and social identity.Second, the subject for different elements in the film and television advertising, film and television ads on fashion consumption are analyzed influence factors. Film and television advertising through new collisions with fashion, in creating advertising film text and meaning of the happiness and eternal change to stimulate consumer behavior fashion characteristics. And through the changeful form advertising, in advertising film forming segments, painstakingly created to imitate to meet the psychological needs of consumers. The spread of film and television advertising will first artistic, fashion consumption by buying again and make the art of advertising into daily life.Finally, the topic summarized the process for film and television advertising to fashion consumption behaviors. Is the film and television ads on the one hand, ideological consumption concept, control consumption discourse, guide consumption; Consumption symbol on the other hand, make the connotation of the consumption from the consumption of products material form in the sense of use value, meet the needs of actual, into a symbolic significance of consumer products, construct self, access to the tool of social identity.