Advertising Guide And Influence On The FMCG And The SMCG

Since the reform and opening up, the rapid development of China’s commodityeconomy has accelerated the process of consumer society, people’s living standardsare improved and consumption power is increased. In such condition, consumingbehaviors of consumers are frequent and occupy a major position in daily life.People’s consumption pattern is no longer single and boring and becomes lively. Inthis environment, the category of consumer goods is gradually refined and functionsgradually vary, and consumers can consume according to their preferences.Companies produce continuously to meet consumers’ demand. When the goodsproduced have far beyond the needs of consumers, the merchants stimulateconsumption through advertisement, and consumers will further consume afterbeing affected by advertisement. The author in this paper analyzes the guidance andinfluence of advertisement on commodity consumption through the category of thefast and slow speed of consumer goods.Before the reform and opening up, due to the extreme shortage of goods andmaterials, China is in the planned economy era. Under the environment of co-ordination economy, national consumption is quantified purchase. The wholecountry is in a downturn consumption era, people classify consumer goods not veryclearly and more try to maintain food and clothing. However, the economic situationafter the reform and opening up changes rapidly, suddenly relaxed economicenvironment makes people quickly enter the consumer society, the classification ofconsumer goods begin to be refined, and the concept of fast-moving consumergoods and slow-moving consumer goods becomes clear. The production speed of consumer goods is growing with the rapid development of society. In order topromote consumption, the advertisement has become a major marketing approachfor merchants. As for different characteristics of fast-moving consumer goods andslow-moving consumer goods, the emphasis of media advertisement selection isdifferent. Fast-moving consumer goods lay more emphasis on television media withmore significant visual stimulation, while slow-moving consumer goods lay moreemphasis on the long-term brand building of commodity, so they will choose themedia which can express their product performance and corporate brand culturemore comprehensively and accurately. From the choice of advertisement,consumption concept of consumers is also changing quietly.Consumption demands change from the rational demand to emotional demand,which pays more attention to spiritual enjoyment brought about by buying goodsand is one of signs for consumer social progress. The commodity pays moreattention to symbol propaganda from functionality propaganda originally. Theproduct itself is a symbol, and the consumer society reinforces this message andgives richer meaning to commodity. Symbol consumption makes lifestyle of peopleinto a new phase, the form and meaning of basic necessities and other aspects havechanged, new lifestyle has gradually replaced the old lifestyle, people consumptionis upgraded to consumption in the spiritual realm and find the sense of identity ofidentity and status, and people are committed to symbolizing each commodity,people’s desires are expanded rapidly. Besides, merchants also use this psychologyof consumers to give commodity symbolic information through advertisement. Inthis process, a fast-growing and fast-eliminating consumer culture walks into theperspective of the public, namely Fast-moving consumer goods culture. Peoplecontinue to pursue new things and give up old things, so that the commodity enters afast-growing and fast-eliminating replacement to make people dizzying. Such consumer culture will inevitably lead to an unhealthy approach ofconsumption pattern. The author in this paper analyzes three typical consumptionpatterns which should be improved, that is, excessive consumption, consumption inadvance and pleasure consumption. These three consumptions should be guidedcorrectly, and this guidance should be started from the most influential marketingapproach advertisement. Only advertisers are able to convey information objectivelyand effectively when publicizing their products, they can play a correct positiveimpact on the consumption concept of consumers.