Abstract: If the alienation of man in commodity production and consumption is merely abstract， then the alienation of man in symbol consumption is thereby made abstract as well. Man loses not only the object of anti-alienation but also the ability to oppose alienation because of symbol consumption， who gets stuck in a living condition that is symbolized. With consumerism prevailing in capitalist societies， production of goods and production of symbols are further combined， and consumption of goods and consumption of symbols get further compounded. Through symbolization of commodities and commercialization of symbols， capital converts its power of control from production to symbols， by which its control of man is accordingly realized. Only by carefully examining the manifestations and logical conversions of alienation in capitalist societies can we profoundly interpret the nature of symbol consumption and the alienation of man hidden behind， thereby understanding how the subjectivity of man becomes thoroughly enslaved by symbols in the behavior of consumption， and providing theoretical basis for alienation elimination.

Key words: symbol consumption, alienation logic, consumer society