Symbolic And Physical Consumption:research On The Construction Of Modern Shanghai Consumer Culture

There is a two-way interaction between advertising and social culture: on the one hand,social culture provides rich materials for advertising,and advertising will inevitably reflect the social reality at that time,showing the development of social politics,economy and culture;on the other hand,advertising influence and even It has shaped social culture and has an important constructive role in social culture.In modern Shanghai,merchants gathered and bustling,it is a typical commercial metropolis,gradually forming a unique consumer culture,leading China's consumer fashion and trend in the 1920 s and 1930 s.The formation of consumer culture in modern Shanghai is the result of a combination of many factors,but the mass media has undoubtedly played a key role in it.As one of the most influential mass media at the time,the advertisements of Sheng daily paper played a role that could not be ignored in participating in the construction of Shanghai consumer culture.This paper takes the advertisements of Sheng daily paper as the research object,and through the sample analysis of the advertisements published in Sheng daily paper of1927-1937,explores its relationship with the modern Shanghai consumer culture,and then deeply analyzes the ways in which it participates in the construction of Shanghai consumer culture.The impact on the life of Shanghai residents during the construction process.First of all,the advertisements of Sheng daily paper has a "mutually exciting" relationship with the modern Shanghai consumer culture.The consumer culture formed by various factors has affected the development of the advertisements of Sheng daily paper.The advertisements of Sheng daily paper has created an atmosphere of consumer carnival in the development.Participate in the construction of consumer culture.Secondly,the advertisements of Sheng daily paper guides the citizens' symbolic consumption in three ways: giving the symbol value of a single commodity,producing a chain of suggestive meanings to give the symbolic value of similar commodities,and constructing a scene symbol to give the symbolic intention of the commodity.Thirdly,the advertisements of Sheng daily paper promotes the public's physical consumption,which is characterized by shaping the ideal body,rendering the body anxiety,guiding the body to repair,and promoting the sensory stimulation and body enjoyment.Finally,the advertisements of Sheng daily paper has brought positive and negative effects to the life of Shanghai residents in the process of participating in the construction of consumer culture.It promotes the identity of Shanghai residents,introduces new fashion consumption methods,and promotes the birth of modern new families.At the same time,it also leads to the alienation of consumer culture,the elimination of traditional values,and the ubiquitous entertainment of citizens.status.The advertisements of Sheng daily paper is not only a window for Shanghai residents to understand commodity information in the 1920s-1930 s,but also subtly promotes the changes in their consumption concepts,consumption patterns and consumption behaviors.Therefore,the advertisements of Sheng daily paper is an important historical text for the perspective of modern Shanghai consumer culture.In this sense,the advertisements of Sheng daily paper not only provides a beautiful imagination about the richness of goods,but also provides a new way of imagining,that is,to achieve specific wishes through consumption.