Sticking And Changing:A Study On Cultural Values Of The Magazine Advertisements In Republic Of China

In addition to the properties of commodity economy,the cultural properties of advertising also should not be ignored.Advertising is a mirror that reflect the social cultural environment,the deep meaning of the cultural value determines the audience's consumer demand,consumer information processing,and even consumption decisions.By studying the advertising content in "life weekly",this paper try to explore the dominant cultural values and its characteristics under the specific historical background of the Republic of China.According to the previous research and the characteristics of the "life weekly" magazine advertisements,1177 advertisements,sampled from the "life weekly",are analyzed in terms of 32 indicators with three dimensions: traditional vs modern cultural values,practical vs symbolic cultural values and high involvement vs low involvement.The findings demonstrate that in the "life weekly" magazine advertisement,"patriotism" "quality" "economy" " effectiveness" and " competition " had been predominated in the advertisements.There are obvious differences in the cultural values of different types of products.Related to the high involvement product,"life weekly" magazine of low involvement product advertising appeal to more utilitarian cultural values.It is worth noting that,the cultural values of "patriotism" and traditional cultural values such as " tradition " and " health " have profoundly mapped the prevailing political situation.The advertising intention of modern cultural try to construct an imaginary society constructed by the pursuit of aesthetic and life quality.Under the influence of western culture and social change,compared with modern cultural values,traditional cultural values in the inferior position.China's modernization is a process of learning from the West,in the traditional transition to the modern process,there was a strong contradiction.