Advertising Culture and Psychological Needs——On the Role of Advertising in the Consumption Era

When consumers buy or use an item,they are not only concerning its practical applicability,but more on its symbolic meaning.Advertising takes advantage of consumers' psychological needs and accomplishes its aim by meeting and shaping their pursuit of value and meaning.In the consumption era,due to the fact that the states ease their monopoly of ideology,the value and significance that the advertising advocates occupy consumers' consciousness.What the advertising produces and sales are the value and meaning in order to achieve value-added aim.