The Representation Fashion of Refined-oriented Advertising——Also on its covert expression of social exclusion

It is the recessive instigation of the human desires for fashion that is behind the beautiful narration and of the refined-oriented advertising.The symbol value endowed by advertisement is accomplished by borrowing the meanings from art,sport,region and original language sign.On one hand,it encourages middle and high social ranks to exercise voluntary exclusion as elite rebel and keep distance from common people;on the other hand,it tries to endow validity on inequality among social strata so as to result in passive exclusion of lower social ranks by intentionally setting cultural limit and social separation.Apparently,it is a new consuming idea and a new living style.While looking into further,it is easy to find it makes use of the effect of cultural capitalism.It is the combining result of the middle and high ranks in the society,which desperately seek for the profits of producing goods and try to expand their cultural discourse right.