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J90-051018319921022TheAdvertisingCultureintheContextofPostmodernandPostcolonial200251420026theadvertisingculure,postmodern,postcolonial28simulacrum///AbstractAdvertisingistheconsumingideology---capitaltakesadvantageofideologyitself,andthenincreaseinvalue.Asfarasconcretetextisconcerned,advertisingisneitherwhatletpeopleunderstandnorwhatletpeoplestudy,itletspeoplehopeonthisopinion.Itsrecountexceedtruthorfault.Sowecanseemoreandmoreadvertisingthatoverflowsinfrontofmassesjustaspoetmanagethewordandthething,becomesabsolutesignifiersfloating.Alladagentscreatenewmeaningsbyfabrication,andtheycomposetheso-calledscientialdesignbyaseriesofgreatnarrativessuchasmarketingsurvey,mediaarrangement,consumeranalysis,brandimaginationetc.oncethosearedismembered,thepleasureandbeautyofpoetrywilllose.Criticswhoaregoodatpreachingmorality,don'tknowthisgameofadandthefeatureofaesthetics,Infact,addon'tmakepeoplebelievetheadvantagesofthegame.Inthisbroadfieldofgame,aestheticfeelingandenjoyment,adplayasupportrole.Atfirstitrequeststhatpeopleadmittheenjoymentitproduces.Onthisopinion,wecanunderstandtherelationbetweenanewdevelopmentprocessofadandthedevelopmentprocessofourcivilization.Adhasn'tfidgetysinceitwasclassedintopublicculture.Adculture'smanifestationinthemoderntimesreflectsthetransformbetweeneconomiccapitalandculturalcapital.Usually,culturalcapitalneedsalotofeconomiccapitalinstead,thisiswhyAdandcultureknottheindissolublebond.Astheproducingsocietychangestheconsumptionsociety,correspondingly,wearefromcitizentoconsumer,thesubjectivetopicoftheadistochallengewiththeabsolutesystemofpolitics,economyandcultureintensivelythereby,theconsumerscanrestructtheirexcitingbeliefs.Thephilosophyofmarketingandtherhetoricofadvertisingcontinuouslypresenttheideasoffreedom,happinessandprogress.Thoughoftensubjectedtothecritique,theyarebeforenegativeanotherkindofinitiation,whentheinherentsubjectissentencedtodeath,italsomeansthatwehavereadoutoursubjectsfromexteriorobjectives.Underthepostmodernandpostcolonialpedigree,Iconsume,soIexistbecomesthebestadofthemechanismofmarketingandthesocietyofconsumption.Thearticleiscomposedoftwoparts:Thefirstpart--boundlesspostmodern:thewordwithoutthething.Oneofthemostprojectingcharacteristicofthepostmoderncultureisthatthefigureexplodesinsideandthenturnsintothetypicalsymboloftheculturaltransform.Jameson'simportantcontributiononfigureresearchisthathepresentstheopinion:Figureiscommodity.Todaypeoplehavelivedintheliving-experienceandculture-consumerelationwhichdoesn'tlikebeforeentirely.everydaytheyfacedthousandsoffiguralexplosion:Simulacrumreplacesthetruelife.Theadvertisingfigurearrangesandpropagatesafictitionslanguagecircumstance.Namely,humandoesn'trecognizetheperceptibleworldwhichhimselflivesindirectlybutbyinsertingfictitiouslanguagecircumstancebetweenthetwopeoplerecognizetheworld.Theadvertisingitselfisthinkingsurroundingthepracticalprofit.Butifweseeitfromtheexpression-act,whatthepostmodernadvertisingpresentsispeople'slatentdesire,inordertomakeourdreamintoreality.So,thepostmodernadvertisingactsasacommunicantway,itsculturalessenceactsonillusionandsimulacrum,butnotthereality.Intheoldcourseoftheadvertising,itistheproductthatgivespeoplethefeelingofreality.Butthenew-stylepostmodernadvertisinggivespeoplethehyperreality-feelingbythefigure.JustaswhatJeanBaudrillardsaid:Itisthemapthatgivesustheconceptofterritory.OnthedefectofthepostmodernSpirit,theabsolutelyrightorwrongdeterminationisshakedfundamently.Whattheadvertisingcommunicatesisnotcompletecommodityinformation,butitpresentsprefopen,heterodox,treasonable,uncertainfactors,etc.italsopresentsthestrengththatcandispelallthesequenceandstructure.Advertisingliesinaturbulentnegationanddoubtitforsakelogicalnarrationentirelyandpresentsthepossibilityofthechaoticrecanteddeviation,maintainstheunityofthelanguagestructure,societystructureandknowledgestructureamongthosethatdoesn'thaveeffect.Thusthepostmodernadvertisinghasthepossibilitytobeopen,polysemousandunticipated.Thesecondpart--Postcolonialrecreation:schemeorconspiracy.Aswhatthepostcolonialismtheoristslook:Atthebackofthemediumimperialism,eventhecultureimperialism,transnationalcapital'sspreadingeverywhereandmoderncapitalism'ssucceedingallovertheworldisjustatruthwhichdoesn'tneedtobeproved.Sothewestdevelopedcountry'stransnationaltrademarkbearsthebruntinthedevelopingcountry'sadvertisingnarration,usingitsideallifepatternversiontoassimilatethepeoplewhowascolonized.Correspondingly,thetechnicalityofCocacolonizationandMcDonaldizationappears.Whatitrefersisthenewsocialculturalorganizationalsystemandidentityadmittedproblem.Thenarrationaboutglobalizationorlocalizationlookslikeopposition,butinfacttheyhasthesameobjectbyusingdifferentways.Theyareorganizedandincorporatedbytheconsume-consciousnesspattern.Itsfataltacticsisthat:theglobalizationispatriarchal,violent,butthelocalizationismaternal,usingfavorandrewardtomastertheintegration.Thetwo'scooperationonthemarking-consciousnesspatternexceedstheintellect'sculture-colonizationcritic.Ifwesaythetransnationalcapitalmustresearch