改革开放以来,随着人们消费水平的提升,中国社会的中产焦虑延伸到了关于爱情的认知方面。钻石等传统的婚恋消费符号难以安抚新生代消费者对爱情的恐慌,婚恋市场需要新的角度弥合消费者的情绪,充满冒险的意味的旅游产品就应运成为爱情消费符号的替代品。本文旨在通过爱情消费符号的更迭分析广告中消费符号的建构跟特定时期社会背景之间的相互关系。 Since the reform and opening up, with the improvement of people’s consumption level, the middle class anxiety in Chinese society has extended to the cognitive aspect of love. Diamonds and other traditional symbol of love and marriage is difficult to appease the Cenozoic consumer panic of love, love and marriage market needs a new perspective to bridge the emotional consumer, full of adventure means that tourism products should become a substitute for love consumption symbols. The purpose of this paper is to analyze the relationship between the construction of consumption symbols and the social background in a certain period through the change of symbols of love consumption.