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This book has counted the consumer trends and consumer hot spots in the forty years since the advertising industry resumed. Studying the history of consumption is like studying a history of our own desires and life. Consumption is connected to life, and behind the times is people of all walks of life making a living. In the 40 years since the reform and opening up, it has been the 40 years of continuous miniaturization and focus on changes and development of life. Consumption is also a kind of self-expression, and combing the history of consumption is also a process of rediscovering the continuous self-realization of people over the past 40 years.