China cool history of cultural marketing.docVIP

 PAGE \* MERGEFORMAT 16 China ‘cool’ history of cultural marketing Consumption is not just a purchase, but also a symbolic language, not only to demonstrate their personality, taste, inherent qualities, but also another sense, communication. For large enterprises, master consumer language, Shun-ying of the times, timely introduction of containing a specific culture, in line with consumer psychology brands, products, business to consumer is also a positive sense of communication. In the United States, 60 years ago, the term is not popular Cool. 60’s decadence called hippies young crowd broke out in American society, when there is no popular term, but by the 80s pop yuppie class after the term began to quietly popular. The emergence of yuppies class is clearly the emergence and prevalence Cool the social basis of the 60s hippies are anti-anti-traditional group of people, is the post-war ‘American Dream’ a breakdown of social performance. Yuppies do not like hippies and resistance, as opposed to the traditional orthodox culture in American society, but the yuppies apparently orthodox culture of American society has taken some cold and indifferent attitude. Yuppies are not concerned about the social and political changes, the more orthodox tradition of abstract social values to indifference. They pursue personal development and to seek sensory stimulation, others and society has taken on some of the more ruthless attitude. Their pursuit of economic value, in view of the world there are some flavor of reductionism: seeking simple, to seek to stimulate the search for individuality and seeking money to enjoy, rather than to seek the truth, and not to seek honor, but also not to seek the afterlife. They generally have been subjected to a good education, to know about themselves and the hippies are not socially distinguished. But they also inherit and extend the characteristics of some hippies, first anti-(social, traditional) character into trouble (social, traditi