Youth Funeral Culture In Online Advertising:From Active Creation To Excessive Consumption

As a backbone of the realization of the Chinese dream in the new era of socialism with Chinese characteristics,the youth’s youthful vitality and creativity inject vitality into social development,and play a leading role in promoting social development and the development of all walks of life.As a subculture,youth subculture is a cultural phenomenon popular among youth groups.At the same time,youth subculture as a group culture of youth,differences in groups and differences in the times determine the diversity of youth subculture forms.Different youth groups have different lifestyles and values,and there are also different forms of youth and subculture.Youth subculture as a whole is universal and special.At the same time,youth subculture is not only a subculture,but also a consumer culture.The consumption attributes of youth subculture make the youth subculture have unique commercial value.Youth mourning culture is a new form of youth subculture in the new era.Youth not only serves as the main body of youth mourning culture,but also acts as a consumer.Young people complete the identity of youth mourning culture through consumer behavior.In this process,advertising plays a significant role in guiding youth consumption.As a subculture,advertising is born in the market economy environment,resulting in advertising with both economic and cultural attributes.The dual nature of advertising distinguishes advertising from general mass communication activities,and can be both a tool for the market economy and a carrier for cultural communication.The cultural attributes of advertising make it necessary to absorb popular cultural factors,and the dissemination of youth mourning culture also needs to rely on the cultural communication function of advertising.Youth mourning culture,as a youth subculture born in the network environment,determines that there is a relationship between youth mourning culture and online advertising.The cultural attributes of online advertising make the active creativity of youth mourning culture fully integrated with online advertising creativity,while the economic attributes of online advertising promote online advertising for youth mourning culture,while online advertising consumes youth mourning culture.In the process,extreme over-consumption is prone to occur.As a double-edged sword,online advertising can not only promote the further development of youth mourning culture,but also lead to the demise of youth mourning culture after excessive dissolution.Therefore,this thesis chooses the young funeral culture in online advertising as the research object,trying to clarify the development status of youth funeral culture in online advertising by studying the current situation of youth funeral culture and youth funeral culture in online advertising.The right medicine to provide a reference for the future development of youth funeral culture in online advertising.