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在美国社会对广告批判中,清教主义的价值观曾经是对广告进行反思和审视的重要思想资源。广告刺激欲望、激励消费的本质使其在清教禁欲主义的价值观中有着“原罪”。然而,美国现代广告的发展恰恰还源自于清教价值观中的另一关键部分,即将创造财富视为天职的生产主义价值观的部分,也源自于资本主义工业发展为巨量产品寻求出口的迫切需要。从这个意义上说,广告作为连接生产与欲望的桥梁,也集中体现了清教价值观中的生产主义和禁欲主义之间的冲突。这使基于清教价值观对广告所进行的批判陷入矛盾,到了20世纪80年代,清教价值观在美国广告批判研究中逐渐退潮。
In the American society’s criticism of advertisements, Puritanism’s values once served as important ideological resources for reflection and examination of advertisements. Advertising stimulate desire, the essence of incentive spending so that it has Puritan asceticism values “original sin ”. However, the development of American modern advertising is precisely derived from another crucial part of the Puritan values, part of the productionist values that will create wealth as a bounden duty, and also from the development of capitalist industry seeking to export huge quantities of products urgent need. In this sense, advertising, as a bridge linking production to desire, also epitomizes the conflict between productionism and asceticism in Puritan values. This put contradictory critiques of advertisements based on the values of Puritanism. By the 1980s, Puritan values gradually ebbed in critical studies of American advertising.