With various “poeticized” discursive symbols，advertising media constructs “the myth of consumption” centering on visual communication in contemporary China. Behind the myth is the visual politics constructed of various discursive forms in complex relations. Among them economic discourse，gender discourse and political discourse are the most representative. Due to its fetish of the cultural logic of consumerism，its utilitarian attitude to cultural traditions and its ambiguous stance on the official ideology，the “poeticized” advertising as a kind of visual representation has become the ideal object for exploring the issue of visual politics in the media of contemporary China. Thus，to some extent，the negative impact of the visual politics on the ecology of the media culture and the cultural crisis resulting from it can be revealed.