Research On The Visual Consumption Culture Of Chanel Brand

Today’s society is a consumer society, luxury consumption in today’s society has become a widespread cultural phenomenon. In 2013, the Chinese luxury consumption more than Japanese, become the world’s biggest luxury consumption market. Of all the luxury consumption, Chanel was the third, get the favour of people. In The Times of consumption and all people pursue is no longer the use value of goods itself, but the significance of the characterization of the commodities, symbols and symbolic consumption status segregation. Luxury brands made in a variety of visual spectacle, media spectacle, stimulate the purchase desire of consumers, they hope through the consumption of luxury goods to show a kind of cultural identity, to receive spiritual satisfaction.Based on the analysis of case study and textual research, from the perspective of visual culture, select one of the world’s top luxury brand as the research object,I not only generalized the history and current situation of the Chanel brand, also delves into the visual spectacle, the consumption culture connotation behind the media spectacle, to build domestic fashion brand has a certain role in promoting.This article is divided into four parts besides the introduction and conclusion: The first part, this paper summarizes the development history of Chanel brand and the achievement of founder life, and combing of the current situation of every period of consumer culture. The second part, selected the Chanel brand advertising case, analysis the postmodern visual spectacle, and the media spectacle, sums up its forms and characteristics of visual consumption. The third part, analysis the visual spectacle and media spectacle behind consumer culture of Chanel brand, reveals the essence of the luxury consumption. The fourth part, reflections on consumption culture in the postmodern society, a rational consumption idea called on the public health.