However, the trademark of modern capitalism, the nature and form, in the early twentieth century has been a fundamental turning point. With the generation of large-scale monopoly, with the whole social structure and the structure of the dramatic changes in people's mentality, but also with the whole capitalist society, the new changes in individual lifestyles, Coca-Cola (Coca Cola), Siwei Pu (Schweppes), car rubber tires Michelin (Michelin) and other world-wide sales of goods, to appear in batches. Faced with this huge change, trademark issues, and promote commercial exchange is not the problem, but a complex theory with challenging problems. <strong> contemporary popular brand items, the 'product' and 'trademarks', 'product' and 'consumer' and 'goods' and 'culture' triple cross dualistic structure </ strong>, the popular products responsible for the product brand and trademark double meaning, quality, value and meaning in its entirety. In this regard, with <strong> 'product' and 'trademarks' dualistic structure </ strong> of popular brand products, mainly for showing the deep structure of three: as a means of marketing and selling commercial level, as marked level of innovation and invention industry, as an additional sign of the value of the financial aspects. Our well-known around the world Merck (Merck Sharp t Hennessy, Ebel, Cline, Givenchy, Guerlain, Gucci, Carven, Herms, L'Oral, Lanvin, Lancme, Guy Laroche, Armani, Yves Saint Laurent, Nina Ricci, Yves Rocher , Cerruti, Valentino, Lagerfeld, Ferraud, Lacoste, Ralph Lauren, and other trademarks success, not only implies a fortune every brand-name companies, competition, promotion, adventure and history of creation, but also often able to demonstrate to consumers and potential possible world, declared it to convey to consumers the information, as producers and consumers the best communication between the intermediary. <strong> six </ strong> <strong> luxury relationship with capitalism </ strong> from general sense, the production and consumption of luxury goods, whether in ancient or in modern capitalist society, have an important social significance, but in a capitalist society, because of the extreme importance of commodity production, popular culture with the luxury further the production and marketing together. As mentioned earlier, the Bu Laodai France and Germany, Sombart had a profound analysis of the luxury lifestyle of the capitalist economy the importance of development in his book "Tenth Five of civilization to the 18th century ", the Bu Laodai detailed discussion of the early development of capitalism in Europe and its impact on lifestyle changes was the positive economic development. the discovery of the New World and colonial expansion and the development of commercial trade, the Europeans made a wealth of production and living resources, of which there are many resources Europeans unheard of new things, such as coffee, sugar, silk, tea, etc. These rich resources found new life and the input, greatly changed their way of life; In turn, these new popularization and promotion of lifestyle, but also further promote business, trade and overall economic development. Thus, in Bu Laodai view, the structure of daily life (la structure de vie quotidien changes and the business (le commerce) development, just as " huge wheels "(wheel) as to promote the European community towards the direction of rapid capitalist development (Braudel, F. 1981,). an important feature of the capitalist economy is a priority to the development of commodity production. commercial development needs to encourage consumption .
Sombart development of a capitalist society works of "modern capitalism" (Der moderne Kapitalismus), "capitalist production" (Die Genesis des Kapitalismus), "Luxury and capitalism" (Luxus und Kapitalismus), "War and capital ism "(Krieg und Kapitalismus) and" Jews and economic life "(Die Juden und das Wirtshaftsleben), have an insightful analysis of the luxury lifestyle of popularity with the close relationship between the development of capitalism, first, in Sombart view, capital society has changed the people's moral values, also changed the view of luxury lifestyle for Weber said the capitalist rationalization and frugal lifestyle advocate, and does not hinder the pursuit of bourgeois luxury lifestyle. From an economic point of view, only to encourage the community continue to improve their way of life, expanding consumption, be possible to expand the market needs and to promote the economic development of the production. Secondly, Sombart analysis of the development of capitalist production imitation of the sixteenth century the bourgeoisie with the feudal nobility have the luxury of court life relationship. Sombart said: "Since the seventeenth century, the European nations to the 'rich' in the direction Xiongfei onrush this point for our study with the greatest significance of the European social decisive shift, precisely at the time of the luxury lifestyle of always being spread in a larger group "(Sombart, W. 1900). from court life to middle-class lifestyle, then the masses of people throughout the community lifestyles continue to promote the process of capitalist development is an important phenomenon. with the imitation of nature, like the popular, luxury is also an imitation, but imitation of luxury lifestyle in the community and the expansion of capitalism helps production and consumption patterns to promote the third, Sombart believes that the promotion of luxury but also with the city and the metropolitan capitalist society is closely related to the formation of the capitalist city to promote the luxury lifestyle cities in the country and the world often lifestyle model. city in the country and around the world favorable traffic and economic status, so any kind of luxury urban lifestyle, are able to quickly get people Fourth, through the capitalist market trading and consumption process, accelerated industrial and agricultural, urban and rural exchanges, also contributed to the luxury development in all social fields. Fifth, Sombart also stressed the capitalist luxury lifestyle with a woman, and the close relationship between the commercialization of the body. Sixth, luxury development is capitalist society is closely related to the liberalization process. In summary, the rise and popularity of the luxury lifestyle is the essence of capitalist society determined; and luxury development itself, in turn greatly promote the production of capitalist society, economic, cultural and political reforms, but also changing the entire social life and relationships. luxury types and popularity Capital society of the luxury lifestyle is diverse and always changing. its activity and also closely with its popular luxury lifestyle associated with the process. People can be different criteria for classification of luxury. general to say that luxury is give according to their respective areas as follows: (1) cultural art market in a variety of works of art, mainly refers to the variety of expensive works of art (2) is a luxury means of transport, mainly of a car, boat, private aircraft, etc. (3) personal luxury equipment, mainly refers to high fashion, clothing, perfume, fashion around the jewelry, purses, handbags, high shoes, cosmetics, watches, jewelery, jewelry, necklace etc. (4) leisure tourism, mainly refers to the luxury cruise Cruise, luxury sports goods, luxury hotels, castles, etc. (5) residential areas, including indoor and outdoor decoration and luxury home ownership with a variety of expensive items.
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