The Research Of Advertising Guide The White-collar Female Consumers

With the rapid development of social economy,we enter the consumption era from the production society,material consumption is increasingly to symbol consumption,the aim of consumption is not only of use value but also the symbolic meaning behind the object.The changes of the social division of labor make more women participate in social practice,they play the main force role in the social consumption,because of the professional status and economic status,white-collar have more independent consumption attitude compared to other women.white-collar female is the pioneer actually.In this society which information and consumption coincide with each other,As the best commercial media--advertising penetrate our daily life pervasively,it provides the image and words write the code to make goods into abstract symbols as well as explain the code to lead consumers to consume the specific product.In the operation of consumer culture,advertising media construct specific consumption idea for the white-collar female by manipulating symbols.This article will choose the ads of<Women of China>as the study,by the theory of symbolic interaction theory to analyze the ads guide the white-collar female consumers.This article will reveal the ad guide the white-collar female consumers'consumption concept by the preliminary statistical analysis,and then by the advertisement case analysis of the ads,we may reveal the ads how to use and Manipulate symbols to guide the white-collar female's consumption idea.Thenceforth we may explain and elaborate the direction and content of ads guide under the consumption culture and analyze the white-collar female consumption trend by the time dimension.Finally base on the problem existing in the advertising media guide the white-collar female consumption,we may elaborate the social responsibility which the advertising media should bear.This study will analyses the ads use symbols to guide white-collar female consumption,based on the above research we might reveal the consumption culture power still control women and the problem of women to realize the roles which women should play.