受收入水平上升、经济全球化与西方消费文化等多种因素的影响,我国居民的消费观念与消费行为正在发生深刻的变化。这种变化,对中国未来经济的可持续发展产生着重要影响。虽然收入水平在一定程度上决定着人们的消费水平,但是人们如何消费,怎样支配他们的收入,又是受个人文化背景、消费时尚,特别是各种媒体广告宣传的影响。因此,探讨媒介对于合理消费文化的引导具有一定的思考价值。 Influenced by many factors, such as rising income level, economic globalization and western consumer culture, the consumption concept and consumption behavior of Chinese residents are undergoing profound changes. This change has an important impact on the sustainable development of China’s economy in the future. Although the income level to a certain extent determines the level of people’s consumption, but how people consume, how to control their income, but also by the personal cultural background, consumer fashion, especially the impact of various media advertising. Therefore, to explore the media for the rational consumption culture has some thinking value.