Advertising And Consumption Alienation In Contemporary Chinese Society

The contemporary Chinese society is transforming from traditional society to modern society. Especially after the reform and opening up thirty years in Chinese society, the economic, political, social, and cultural development is not balanced, unbalanced regional development, many problems such as value anomie. However, with the establishment of the market economy system and rapid economic development of China, the developed areas have quickly become the great wealth of material society from the lack of material society. The consumption of the national people began to increase significantly. At the same time, the infiltration of the values of consumerism in western developed countries, the phenomenon of social consumption alienation in China is becoming increasingly prominent.The advertising industry has a great impact on national consumption values and advertising plays an increasingly important role in consumption. Good advertising can correctly guide the consumer decision-making, enrich people’s spiritual life and improve people’s cultural quality. On the contrary, the dissimilation of the advertising reversed the relationship between consumption and exchange. It has lost the true information transfer function and Moral bottom line that should have. The alienation advertisement is concrete manifestation of the transmission false information 、Consumerism and Hedonism values. Its also has been down consumer’s consumption aesthetic view and spread and develop the phenomenon of consumption alienation.Consumption is the end of all economic activities and the starting of a new economic activity. It constitutes a way of life, and involves all aspects of human life. Proper consumption patterns will promote the virtuous cycle of national economy and contribute to the harmonious and healthy development of society. As an important part of the socialist market economy, advertising plays a vital role in China’s national consumption. Therefore, to carry out research about advertising and consumer alienation on contemporary chine social transformation, puts forward some strategies to alienation advertising through a sound regulatory mechanism of advertising is really important. This can help consumers establish the correct consumer values 、guide consumers to identify alienated advertising and spread and development of curb consumption alienation in a certain extent.