现代广告注重研究青年消费者心理,利用青年群体的特点和弱点,对青年产生巨大影响,并且促进青年消费文化的变迁。总之,现代广告影响下的青年消费文化动摇了传统的消费观念,在强调个人价值和追求自我实现的同时可能对青年产生一定的负面影响,我们必须予以重视。 Modern advertising focuses on the study of young consumer psychology, the use of the characteristics and weaknesses of youth groups, have a tremendous impact on young people, and promote changes in the consumer culture of youth. In short, under the influence of modern advertising, the youth consumer culture has shaken the traditional concept of consumption. Emphasis on personal values ​​and the pursuit of self-realization may have a negative impact on young people. We must attach importance to it.