The significance of advertising's place in promotional culture
Introduction
Nowadays, advertising is everywhere that audience could see advertisement on work places, public transportation, and internet. As a matter of fact, advertising is an important means of promoting products, and it has distinct characteristics and strong economic utility function. At the same time, advertising is also a social cultural phenomenon, with the features and functions of culture, and hence it is a part of social culture. With its constantly infiltration, advertising culture not only influences the cultural psychology of audience, changes the audience's cultural concept, value orientation, demonstration, but also guides the audience changing lifestyle. Moreover, it will promote the change of culture, cultural communications and integration. When people refer to advertising, the term of "promotional culture" will be discussed. As Wernick (1991) stated that promotion statures cross boundaries between packaging, advertising and design, even to activities exceed promptly business. With the development of technology, more and more new media vehicles are appearing, social media platforms like Facebook, weibo become the main places of delivering advertisements. For various channels of communication, high engagement for audiences and accurate customer orientation, ways of promotion are changing. As result, the effectiveness of promotion increases. This essay will first identify the definition of promotional culture. Following this, characteristics of today's promotional culture will be discussed. Finally, it will use examples of promotion culture in digital media to discuss how significant is advertising's place in such a promotional culture.


The Definition of Promotional Culture
Promotional culture is the culture which is inescapable as well persuasive (Wernick, 1991). In early 1990s, when Andrew Wernick describe the emergence of early advertising, he introduced this term that promotional culture is a rhetorical type dominates our culture. As a matter of fact, the global culture of twenty-first century is about capitalism, which includes not only socio-economic, but also political ideology in order to satisfy the production with the aim of profit (Morgan & Whitley, 2012). In terms of gaining more profits, promotion becomes the key element that prompts the global culture towards capitalism, and it can occur with various forms and shapes.

According to Wernick (1991), the aim of setting out promotional culture is to examine its semiotic colonization by commercial advertising. In the meanwhile, its particular aim is to explore how the texts of promotional culture were registered in symbolic type. There are many aspects of commodification, and advertising is only one. In order to have a better understanding of the significance of advertising as well other types of commodification, understanding promotion is a better way (Mela, Gupta & Lehmann, 1997). In fact, in contemporary culture, advertisement is merely one part of the promotional condition that it is wrong to equal advertising with the promotion. In a word, advertisements are signs of promotional culture (Wernick, 1991).

While Davis (2013) stated that promotional culture covers a wide range of topics. He focuses on the promotion of celebrities who cultivate their public images through promotions. Thus, promotions are not limited in products, but also cover organizations, ideas, professions and people. Celebrities like George Washington, Andrew Jackson entered into the political arena successfully using their fame (Davis, 2013). The improvement and the diffusion of fame can not be reached without promotions.

Characteristics of Promotional Culture
Promotional culture is embodied in significations, and it contains psychological strategies, cultural/aesthetic norms and values, and socialization practices. But it is a means of communication in a word. However, its definition is decided by what it does according to Wernick (1991).

Characteristics of today's promotional culture are more various. Promotional culture is becoming a cultural force signal. Under this perspective, it is an alteration in the very relation between culture and economy. The result of the mutation that "culture has lost its autonomy, while the economy has hypostatized into an all engulfing dynamic" (Wernick, 1991) is transforming capitalism. With the development of advanced capitalist, there is a crucial economic modification in the intensification and globalization in commodity production. In this modification, mass production, mass marketing the stages of distribution, circulation and exchange become technical improvements in production for gaining more profits Wernick, 1991). In the meanwhile, in this process, the circulation as well as production process begin at the same time.