A Perspective On The Construction Of Consumer Culture Fromthe Metaphor Of Advertisement

In order to improve the brand premium and construct consumers’ beautiful imagination of the brand,automobile advertisements usually use metaphorical means to give rich meaning to advertising discourse symbols.Compared with other types of advertisements,automobile advertisements have deeper connotation and stronger interpretability.From the perspective of automobile advertising metaphor,this paper explores the specific generation and operation mechanism of consumer culture,which enlarges the perspective of advertising metaphor research and deepens the research topic of consumer culture,playing a complementary and enriching effect.In this paper,through the method of text analysis,combined with specific automobile advertising cases and from the perspective of advertising metaphor,three questions are discussed:(1)the interactive relationship between advertising metaphor and consumer culture.(2)The operating mechanism of consumer culture in the three stages of creation coding,social communication and audience decoding.(3)The phenomenon of value anomie in the external social environment and the internal advertising discourse system caused by advertising metaphor rhetoric under the influence of consumer culture.This paper first discusses the context and multi-modal narrative of the current advertising metaphor in combination with the macro social environment,systematically combs the three knowledge points of consumption,consumerism and consumer culture,and analyzes the interactive relationship between advertising metaphor and consumer culture.Secondly,the paper analyzes the specific mechanism of automobile advertisement metaphor in the construction of consumer culture based on specific automobile advertisement cases.In terms of the coding of consumer culture,using the mythological theory of Roland Barthes in semiotics,this paper analyzes the fluidity of signified practice under the metaphor of advertising,and reveals that the identity of taste and identity imagination pursued by users is essentially a deeper oppressive discourse system created by capital.The premise of emphasizing the circulation of consumer culture carried by advertising metaphor in society is that advertising products are perceived and recognized by users as a kind of tone setting media.Through the analysis of narrative strategy of advertising metaphor,this paper discusses how users accept the symbolic value created by advertising metaphor and participate in the secondary transmission of consumer culture as emotional labor.In terms of audience decoding of consumer culture,this paper analyzes the pre-role played by multimodal metonymy in advertising text in the process of users’ cognition of advertising metaphor,and expounds that consumer culture,as a global cultural context,still presents a regional and local characteristics.This paper discusses the guiding role played by context in users’ cognition of advertising metaphor and the culturation of consumer culture,connects with the current macro social environment and mainstream aesthetic taste,and discusses the image turning of advertising metaphor catalyzed by users,narrative content and other factors in the era of consumerism.Finally,under the influence of consumer culture,advertising metaphor has led to the anomic phenomenon of social norm system and value orientation of advertising discourse.