2010•Shanghai Caijing Daxue xuebaoRequires access

International Advertising: Visual Feast of Worldwide Consumerism Culture

Zhang Dian-yuan

Abstract

Advertising has played an important role in the formation of worldwide consumerism culture.The advertising mechanism on the basis of worldwide consumerism includes detraditionlization,the expression of new life styles and values,and the organizational reproduction of life experience.The influences of worldwide consumerism culture are not only reflected in physical consumer goods in our daily life,but also in deeper mental thoughts,values and ideologies.The advertisation of traditional personality,the commercialization of national spirits and the communization of private fields are the representation of the influences of worldwide consumerism culture.

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Key concepts: Consumerism, Consumer Culture, Ideology, Commercialization, Advertising, Business, Sociology, Marketing