Analysis On The Healthy Values In Chinese Advertisement Of Functional Food

Different people from different ages want to pursue health; therefore, the conception of health has being changed all the time. In ancient days, being kept without any illness is the only yardstick to judge the health. The ancients combine health and god into one ultimate reality. Compared with the ancient times, the modern times society brings the new medical techniques and new ideas to the health. Physical health became the fundamental component in the health. After20th century, health began to be a rich conception which includes physical health, mental health and the health in social life. However, In mass consumption society, advertisements of healthy products construct unique health values which deserve us to research. In order to understanding the traits of healthy products, I choose the advertisements of healthy products from1999to2011.The findings, based on a content analysis of130samples of advertisements, suggest that the contemporary healthy values have influenced the values in advertisements. However, in terms of the healthy values also have many special areas in advertisements, the unique parts are mainly reflected in the following:First, emphasized the importance of living room. Living rooms not only bear the function of emotion, but also bear the function to show the social class.Second, different genders caused the differences between the healthy values. For example, women incline to pay attention on the health of appearance. But, men incline to emphasize the physical health.Third, unlike the healthy products which are under west values and never change the essence of values, the Chinese healthy products merge with the west conception of medicine, especially on the way of diagnosis, the form of analysis and the method of taking pills.Then, I try to analysis these new traits under mass consumption society. It turns out advertisements creative the connection between the symbols and commodities. It brings new meaning behind these symbols and contributes two trends about the healthy value:Materialization and simplification.