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20世纪90年代出生的年轻一代被称为“90后”,总数有2亿多人。他们已成为我国消费市场的中坚力量。“90后”一代经历了市场经济、经济全球化、互联网进程的洗礼他们的消费观念、消费行为呈现出鲜明的个性特征:

追求时尚、个性——标榜“我就喜欢”,崇尚“我有我风格”“我的地盘我做主”,不满足于标准化、模式化,对新生事物接受能力强,喜欢追随时尚、新鲜、前沿的消费潮流,看重产品的夸耀性、符号性和个性化。

追求享受和品牌——吃要美味,穿要名牌,玩要高档,讲究排场,互相攀比,品牌意识鲜明。

倾向超前消费——敢于“花明天的钱,圆今天的梦”。许多人很少考虑为将来储蓄,花钱没有节制,挣多少花多少,常常是“月光一族”。虽然经济实力不强,但敢于贷款买车、买房。

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    Life Is Beautiful is a 1997 Italian film directed by and starring Roberto Benigni. The film was a critical and financial success, winning Benigni the Academy Award for Best Actor as well as the Academy Award for Best Original Dramatic Score and the Academy Award for Best Foreign Language Film.

    In 1939 in the Kingdom of Italy, a bookstore keeper Guido, who is a Jew, falls in love with a local school teacher, Dora, who is to be engaged to a rich civil servant. Guido steals her from her engagement party on a horse. Soon they are married and have a son, Giosue.

    In 1945, Guido and his son are forced onto a train and taken to a concentration camp. Despite being a non-Jew, Dora demands to be on the same train to join her family. In the camp, Guido hides their true situation from his son, telling him that the camp is a complicated game in which Giosue must perform the tasks Guido gives him, earning him points;the first team to reach 1,000 points will win a tank.

    Guido uses this game to explain features of the concentration camp that would otherwise be scary for a young child. Despite being surrounded by the misery, sickness and death at the camp, Giosue does not question this fiction because of his father's convincing performance and his own innocence. Guido keeps the story right until the end when, in the chaos(混乱)of shutting down the camp as the Americans approach, he tells his son to stay in a small box until everybody has left, this being the final competition before the tank is his. Guido tries to find Dora, but is caught and killed by a Nazi soldier. As he is taken away to be shot, he maintains the fictions of the game by marching in a goose-step on purpose…