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广告是一种为消费者提供产品资讯的传播样式,其功利目的十分明显。为成功地将诉求对象的注意力引向广告并有效地传达信息、帮助销售,现代广告不遗余力地通过形象构筑商品逻辑。广告不仅向消费者传播了物品的使用价值,而且“把消费者整合到一张充满复杂的社会身份和符号意义的大网里”。在广告者精心策划的广告形象中,“消费-审美、商品-文化、物质欲望-精神享受”实现了隐秘的置换,消费者不自觉地成为了消费意识形态的俘虏。
Advertising is a way to provide consumers with product information dissemination style, the purpose of its utilitarian is obvious. In order to successfully direct the appeals of the advertisers to the advertisements and to effectively convey the information and help the sales, modern advertisements spared no effort to construct the logic of merchandise through images. Advertising not only spreads the value of the item to consumers, but also “integrates the consumer into a large network of complex social identities and symbols.” Among the advertisers’ elaborate advertising images, “Consumption - Aesthetics, Commodity - Culture, Material Desire - Spiritual Enjoyment” has realized a secret replacement. Consumers unconsciously become prisoners of consumption ideology.