摘要
消费社会是以商品的大规模消费为特征的社会,从消费社会的角度来看,广告文化具备符号化、视觉化、时尚化和鼓励炫耀性消费的特征。在消费社会,广告通过建构商品符号意义,强化、误导目标受众的身份认同,刺激消费者的欲望,来助推消费心理,夸大其对心理满足的功能。它深深地受到商品逻辑的制约,反过来以商品逻辑瓦解原有的社会价值结构和秩序,并在与媒介的同谋中,广泛而持续地干扰媒介传播,刺激着消费社会以及社会文化的负面发展。
The consumer society is a product characterized by mass consumption society, consumer society from the point of perspective, the advertising culture has symbolic, visual, fashion, and to encourage conspicuous consumption characteristics. In a consumer society, advertising of goods through the construction of symbolic meaning, identity reinforce the target audience, stimulate consumer desire to help push consumer psychology, exaggerated to satisfy their psychological functions. It is deeply constrained by the logic of goods, in turn, the collapse of commodity logic of the original social value structure and order, and with the complicity of the media＇s malicious, persistent and widespread vector-borne interference, stimulate consumption and the negative social and cultural development of society.
出处
《湖北经济学院学报》
2010年第4期120-124,共5页
Journal of Hubei University of Economics
关键词
消费社会
广告文化
社会责任
consumer society
advertising culture
social responsibility
