鲍德里亚说过:“广告,首先是述辞;其次是被消费的物品本身。”当一个女性消费者选择某品牌服装时,她可能无法判断自己究竟是受广告形象的影响还是真正的满足此产品的品质和作用。广告利用各式各样的媒介将消费的资讯转移到我们的大脑中。面对广告媒体的种种造神行为,消费究竟是自愿的,自发的,还是受媒体左右后的集体无意识行为,这都是在消费行为的背后可以深入思考的问题。本文探讨了都市消费文化的新特征。都市消费激发人们强烈的购买欲望,使人具有幸福和满足感,但也极易被强大的商品攻势而彻底摧毁自我的认知,消费在此层面上成了无意识的集体行为。本文的创新点在于分析大众消费与文化身份认同,多元解读消费形式和大众媒介之间密不可分的关系。 Baudrillard once said: “Advertising, first of all, is rhetoric, and secondly consumer goods themselves.” When a female consumer chooses a certain brand of clothing, she may not be able to tell if she is affected by the image of the ad or is sheer real The quality and effect of this product. Advertising uses a variety of media to transfer the information it consumes to our brains. In the face of various creative acts of advertising media, whether consumption is voluntary, spontaneous or collective unconscious behavior after the media are all issues that can be thought deeply behind consumer behavior. This article explores the new characteristics of urban consumer culture. Urban consumption stimulates a strong desire to buy, making people happy and satisfied, but also easily destroyed by powerful commodity offensive self-awareness, consumption in this level has become unconscious collective behavior. The innovation of this paper lies in the analysis of the public consumption and cultural identity, the multi-interpretation of the form of consumption and the mass media are inextricably linked.