The Study Of Body Sign In The Consumption Context

In the consumer society, the body has already broken simply as the limitations of the physical body, and it symbolizes the culture, rights, identity, ideology, symbol of race, and it has became a sign. People’s consumption of the body is mostly focused on the meaning of the body carried the sign value of the economic strength, power, beauty and so on, and people’s purse is the visual pleasure and desire to meet. Too much attention to the symbolic value of the body, the body of material function is ignored, showing a sign continue to add value, and the body will continue to retreat trend. Under the influence of "mass media", body sign is almost equal to sex sign. This is misunderstanding of body sign, which is easy to fall into the quagmire of "kitsch". In addition, the prevalence of the "body" in the post modern consumer culture is the presentation of the aesthetic generalization. The body is localized, fragmented, symbolic, and the value of the local symbol is replaced by the value of the entire body, and the body is isolated from the face and chest, which should be paid attention and reflection. Therefore, People should correctly understand the essence of the body sign and get rid of the excessive dependence on the body sign, with an aesthetic vision to care for the body, and we should pay attention to the body’s aesthetic connotation.The core of this paper is to analyze and criticize the sign tendency of the body in the context of consumption,This article is divided into four chapter. The first chapter is the body turn in mass culture. Prior to eighteenth Century, the pre modern philosophy, the body is basically in a state of depression, and it is a soul monologue and the body is absence of the philosophy of history. After the dramatic development of the consumer society, the meaning of the body changes from the simple body into a sign, carrying a lot of cultural and political significance. The second chapter is the generation principle of body sign. This paper mainly discusses the signifier and the signified of the body, and the metaphorical and symbolic of the body.The third chapter is the consumption logic and connotation of body sign. Mainly from the difference of the body sign and rank status, showing off and identity, visual and beautiful desire of these three angles elaborated. Thus, the fourth chapter,according to the current context, discusses mainly from advertising, literature and the film in the body sign to elaborate the present physical culture.Firstly, the body is a sign in advertising. Advertising of the body is not a real body, but the service to the commercialization of a sign is used in advertisements of star body sign, which want to arouse people’s empathy and produce a body displacement,which stimulates the consumers’desire to buy. Secondly, it is the body sign in literature. Under the consumption context, the sign of the body in literary works, on the one hand,which is the carrier of sensual pleasure, on the other hand, which also carries political and historical imprint. Thirdly it is the body sign in the film.The use of body sign in films shows the trend of aesthetic generalization. Visual pleasure is inevitable requirement of the process of the development of consumption society, and the body is the most intuitive way to visual pleasure, which can reflect the tastes of the people. Therefore, body not only is a mean, but also has became the objective; body is no longer just a fixed naturally,and it has became the generated and malleable sign.