Advertising (ads) design was developed after World War II, gradually formed. Early ads were by peddling to attract business. Due to advanced advertising media, it is more convenient to conduct the required product information to the public for sale. The purpose of ads is to build enough brand loyalty, to change the lifestyle of consumers in order to achieve

communication goals. So life experience is important for the ads, by way of the life-style proposal close to the mind of consumers in order to cause consumer inspiration. Life-style proposal means the relationship between consumers and merchandise which is into the life of the consumers.

Reasons of the consumptions are owing to demands. Except for these, there is the ideology of mind caused by the consumers. Those are driving the consumption behavior of people. For consumer behaviors, shopping in the department Stores is one of people's important entertainments. Sunrise Department Store had always represented the way of ideology by creative expression, and affected the attitudes of people’s lives and values of the original target consumer groups. In addition, the Sunrise Department Store also fulfilled consumers’ psychological desires which are reluctant to purchase, and to comfort their mind after the purchase. For example: "I will not be disturbed by depression, lack of desire to buy

will make me uneasy.”,” Bankrupt will not make me uneasy, I am disturbed if clothing stores

will close down.”,” Desires are always not depressed.“ and other slogans. It indicated that Sunrise Department Store was attempting to change consumers’ attitudes; manifested a new consumers’ point of view in order to integrate into the lives of consumers.The studies of

Times Advertising Awards of Sunrise Department Store are performed. Especially the Lunar New Year series of works were about the beauty of life. People experienced the beauty and value of existence from their lives, and then established the relationship between commodities and consumers. These inspired the consumers, not to wear expensive brand garment, showing the importance of life experiences. However, the the Lunar New Year series works starting from 1991 Year of the Ram to the end of 2004 Year of the Monkey only had performed one round (1991 Year of the Goat ~ 2002 Year of the Horse). The second round (2003 Year of the Goat~2004 Year of the Monkey) was unknown, and then Sunrise Department Store in the summer of 2008 had been finished.

Although the Lunar New Year series of works had been finished, life experiences still have a considerable impact in today’s advertisements. It is also an important creative inspiration. My creative series of works attempt to extend the Lunar New Year of ones, and integrate the Lunar New Year festive into commodities in order to satisfy consumers’ desires. Hence, “A study of Zodiac interpretation" is the title of my thesis. The "Zodiac" represents the occasion festive, and "interpretation" indicates a dramatic extension which contains the Lunar New Year series of works of the Sunrise Department Store. The concept of the Lunar New

Year Festival will be combined with brands, and utilized them in advertising communication.