The Consumption Culture Of Shanghai In The Middle And Late Period Of The Republic Of China

Consumption culture is the result of the existing urban material environment construction,and it is a kind of socially adaptive culture.Due to the heterogeneity and unrepeatability of the city,the social environment and the power pathway of the germination in Shanghai are of unique research value.Media science focuses on how the media mediates,how to carry information and how the cultural circulation is adjusted with the media practice.It is a process of symbiotic interaction between symbolic symbols and material basis.This paper focuses on the advertisement of Shanghai Wing-on monthly in the later period of the republic of China,and tries to discuss the consumption culture in Shanghai city from the perspective of media science.This paper mainly considers the interaction between advertising,consumer culture and urban culture from four aspects: role positioning,advertising characteristics,popularization of consumer culture,expansion of imagination of consumer goods,and institutional normative factors.With Wing-on as the representative of the industry and commerce,through advertising as a medium,to promote the consumption of new lifestyle,has brought a certain amount of social knowledge increment,changing people's consumption cultural mind,but also brought more efficient and credible services.This is a more content rather than just the pursuit of form of modern;Through accurately understanding the consumer psychology of Shanghai citizens,advertising has built a writing framework of consumer fashion.Therefore,through the diffusion of modern consumption role and the technical guidance of advertising media,the new department store commerce represented by Wing-on replaced the old grocery store and became the dominant media for the communication of consumer culture in Shanghai in the early 20 th century.In order to pursue the maximization of benefits,consumption is bound to move towards a more popular market.Through the visual impact of the whole sense,the trend of innovation and the media means that pay attention to excavate the customer's psychology,the communication strategy of Wing-on department store accurately hits the desire of consumers,and the multi-level commodity positioning that can be luxurious and economical also enables more class groups to join the consumption feast.On the other hand,by expanding the boundary of the consumption sensory stimulation of the Shanghai people,yong 'an derived the subsystem of the non-commodity industry on the basis of the department store mother system,and also reflected the higher level of spiritual and cultural consumption demand through the portable monthly advertisement.This has not only brought the all-sensory,multi-domain,both material and spiritual,work and leisure consumption field to the Shanghai citizens,but also successfully explored the new consumption ecology of the mutually beneficial and complementary leisure services and commodity industries in the city of Shanghai.Under the background of commercial society,man and self,family,community,nation and even the world cognitive information encoded in the consumption of goods and advertising,blended in Shanghai urban consumption habits,decoders,should not only on the current fashion information cognition,according to the fashion trends change from time to time and dynamically adjust their position in the city.Under the code of advertisement,the imagination and expansion of the commodity as a thing and the ecological niche of consumer culture cognition are carried out to adapt to the development of Shanghai's urban culture.Policy norms also play a subtle role in the consumer culture and urban civilization of Shanghai.In the later period,the ruthless plunder of imperialism and bureaucratic capital aggravated the decline of the consumer market,but the early system foundation of freedom,rules,fairness and efficiency has been deeply rooted in the genes of the consumer culture and is still in use today.The transformation of communication media also reflects the transformation of social organizations from human relations credit to contract credit.