SYMBOL MANIA

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The era of consumer is when he is in the quest for the “true” meaning – meaningful consumption. For this orientation he uses some criteria that standardize his behaviour. The challenge is that the environment is not always “in-control”. In the interactive process of relationship between signifier and signified in most of ads the production of symbol is unavoidable. Technology has played key role to intensify degree of ads exposure even to the critical point – culture of symbol. Symbol which is a product of structuralization signifier and signified. Through the various medium and constant expose ads create “dream”, using language which is the best in that sense to repress and manipulate message. It is almost undeniable that the existence of “creative” ads has produced consuming society. The positive impact is learning society as now consumer becomes more aware with product he is going to consume. He knows that he is consuming symbol, and at the same time plays the role as “symbol endorser”.

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