通过研究纸媒广告中的文化符号和文化价值观的发展变化来考察两个问题：消费主义在中国的发育状况和西方文化冲击下的中国传统文化的生存境遇。研究结果表明，对消费主义的发育状况和中国传统文化的生存境遇要具体问题具体分析，从不同社会阶层看，结论不同。文章最后，作者把消费主义的扩张和传统文化的危机归结为一个问题的两个方面，即商业文化的过度发展。
By studying the development and change of cultural symbols and cultural values in print advertising, two issues are examined: the development of consumerism in China and the survival of traditional Chinese culture under the impact of Western culture. The results show that the development of consumerism and the living conditions of traditional Chinese culture should be analyzed on a case-by-case basis, and the conclusions are different from the perspective of different social classes. Finally, the author boils down the expansion of consumerism and the crisis of traditional culture to two sides of the same coin, namely the overdevelopment of business culture.
