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该论文分析了低俗搞笑广告与当代中国社会文化的关系,认为低俗搞笑广告受到几个方面因素的影响:中国传统儒家文化的式微、内部解体与变化;大众传播中意识形态的模糊化;网络文化的崛起;信息构成方式、存在方式及流通方式的变化。论文指出,文化深层结构具有抗拒重大变化的特性,如果广告表现贬低、威胁到了社会共同体的存在,就必然因超过社会的容忍度而受到社会舆论的压力。
This paper analyzes the relationship between vulgar and funny advertisements and the social culture in contemporary China. It holds that vulgar and funny advertisements are influenced by several factors: the decline of the traditional Chinese Confucian culture, internal disintegration and change; the obscure ideology in mass communication; the network culture The rise of information; the way of information composition, the way of existence and the change of circulation mode. The dissertation points out that the deep structure of culture has the characteristics of resisting major changes. If the ad performance degrades and threatens the existence of social community, it will inevitably be pressured by the public opinion because it exceeds the tolerance of society.