Designing structures the symbolic value of goods in consuming society,and its designing meaning affects consumers’ purchasing behavior.

Based on an analysis of the different market influences of films,the paper classifies its values into the product value,the quality-product value,the brand value and the symbolic value,whose realization in sequence is the development process of film industry.

In brand consumption,what people pursue is the symbolic value of the brand,which has great influence on consumers’ psychology.

Is the Sign Value the Commodity s Third Value?;

By employing consumerism theory of Veblen and analyzing the text of the novel,it is revealed that the alienated influence of consumerism featured by sign fetishism directs the Americans under consumer culture circumstances to endless circle of pursuing psychological satisfaction by obsessing sign values of commodities.

Advertisements give impetus to the appearance and wide spreading of consumerism,a device of producing popular legends and a rhetoric for consuming desire so as to induce the consumers to go after the sign value of commodities and their symbolic meaning.