消费文化下的广告--以RIO鸡尾酒为例

摘要

With the development of market economy , people's consumption ability is greatly improved .People are no longer merely to estimate the value of the product , they turned to the symbol meaning of product .Showing and positioning themselves by the purchase of products has become the way of life of modern people .How to gain the advantage in the market competition of consumption culture and to win the profit is the main problem that the producer cares .Advertising is an important means for the producer .What kind of adver-tisement can attract consumers and arouse consumer to buy? This paper tries to discuss the characteristics of advertising in the con-sumption culture , taking the RIO cocktail as an example .%随着市场经济的发展，人们的消费能力有很大的提升。不再仅仅停留在对于产品使用价值的估计，而是将目光转向了产品的符号意义。通过购买产品来表现和定位自己已经成为现代人的生活方式。如何在消费文化下的市场竞争中获得优势从而赢取利润，是生产者关心的主要问题。利用广告进行宣传，是生产者采取的重要手段。什么样的广告才能吸引消费者并激发消费者的购买欲望呢？本文试以RIO鸡尾酒的广告为例，探讨消费文化下的广告特点。