Research On The Artistic Expression Of Female Consumption Discourse In The Advertising Of ELLE

Women's magazines play an important role in guiding women to refer to life,emotion,career,study and many other aspects.The reports on female figures in all walks of life guide the career socialization trend of female readers.The interpretation of the current fashion culture influences the consumption concept and lifestyle of female readers.The consumption concept and female discourse disseminated by magazine advertisements quietly construct the life attitude and values of women.How the advertisement carries out artistic expression through the medium of magazine and thus exerts influence on female consumption view and constructs female consumption culture and discourse is the focus of this paper.The aesthetic taste and lifestyle of urban white-collar women depicted by fashion magazines are a kind of discourse construction of the middle class and the reproduction of female identity,and at the same time reflect the expectation of society for the role of such women.Based on Baudrillard's theory of consumer society and Featherstone's theory of consumerism culture,this paper takes ELLE as a sample and adopts the semiotics method to analyze how magazine advertisements "code" and "decode" symbols to construct meanings.With the development of the Internet,especially the mobile Internet,traditional media propagation force under the impact of the new media has potential,but the paper media of ELLE showed an increase,while in order to cater to younger consumers and fragmentary reading habits,ELLE also created such as microblog and WeChat public such new media platform,but the circulation of print magazines and still reigns.ELLE with rich content,exquisite format design and production capacity,in contemporary women especially high-end women still continue to play its extraordinary influence,ELLE content and advertising is like a mirror,reflecting the contemporary female consumption trend of discourse and the construction of social image,therefore,this article will discourse under the horizon of its advertising placement consumption,through the advertisement symbol of artistic expression parsing,discussed the significance of contemporary women consumption discourse production path and way,undoubtedly has the very strong practical significance and theoretical value.The main body of this paper is discussed through three chapters.The first chapter carrieson the comprehensive multidimensional statistical analysis to the magazine advertisement of ELLE,including the multidimensional statistical analysis to the magazine advertisement form analysis,the advertisement audience analysis and the advertisement character activity,the character type,the life style,the human relations and so on.The second chapter of ELLE advertising discourse analysis of women consumption,from the perspective of semiotics analyzes the discourse of "the code" and "decoding" and the construction of discourse,discourse is how to construct the female audience,in addition to journal of women consumption discourse interpretation are classified,including "love","age","family","professional" and "the other perspective" the female discourse,etc.The third chapter analyses ELLE advertising art performance strategy,respectively from the ads design aesthetics,narrative strategy and advertising text and context of three aspects: to explore the art of magazine advertising,in advertising design aesthetic use of white space,contrast and repetition of technique,using zero in the narrative strategy is focused on the narrative of the narrative and life scene narrative,the text and context of the significance of using the language text representation of the text,images,artistic technique of expression,such as visual communication context of artistic expression,respectively for the historical and cultural context,situational context,verbal context and cognitive context.This paper concluded that "love" and "age" of words in the words of women consumption has been in the narration,"family" word has never been out of the core scope of female discourse,even among women in the workplace,"family" and "wife" words are not from the women's discourse in the context of the exit.Women began to appear after into the public domain "elite women","successful women","wisdom" and "wealth" and the new concept of female discourse,but the words of "elite" and "success" is not above the words "wife" women,"marriage and family",“wife and mother's” identity discourse has never been out of the background of female discourse,the choice of " duty and workplace " has not formed absolute opposition,and balancing family and career,to be both inside and outside and family business balance is always follow the rules of the female discourse.Due to the participation and contribution of women in the social field,the perspective of "the other" shows great respect for women's discourse,attaches great importance to the speech of women's discourse and gives way to the overall discourse power.Fashion magazine advertising and content is to construct the values of consumerism and hedonism of lifestyle to persuade readers to accept their propaganda,with an authority on tell consumers of our products,you need to use our propaganda by commodity can reflect your distinctive style and build the ideal way of life.In terms of artistic expression,it always elaborately constructs and caters to the psychological expectation of the audience,and amplifies and displays the life experience and scenes that readers are looking forward to.It can be said that the advertisements of fashion magazines are all devoted to the construction of a beautiful and dreamy lifestyle,which is a kind of "utopian" spiritual world expected by female audiences and even the whole society as a whole,and a happy and relaxed life away from the difficulties and pressures of real life.