摘要
当代广告通常以心理暗示的方式来引导一种观念性的消费,其中"镜像"的心理学策略的使用较为常见,基于这种状况,旨在找到这种心理学策略在时装广告中的具体运作模式。运用精神分析学与符号学的相关成果,发现这种策略:一方面让消费者将自我投射于广告所营造的幻像之中;另一方面则运用含蓄意指的方式让广告产生更加丰富的意义暗示。从而提出时装广告作为文化工业的一部分,它实际上是一种隐性的控制方式。
Contemporary advertisement often conduct a kind of conceptual consumption on a way of psychological suggest.A common psychological strategy is＂mirror image＂.The thesis wants to clarify the main operation style of the psychological strategy in the fashion advertisements.By using the achievements of psychoanalysis and semeiology in research course,find out the operation style of the strategy.On the one hand,it makes the consumers project themselves on the illusions produced by advertisements.On the other hand,it uses the method of implicative signifying to convey more meaning implication.As a part of cultural industry,it’s actually a recessive controlling style.
出处
《包装工程》
CAS
CSCD
北大核心
2010年第22期89-91,107,共4页
Packaging Engineering
关键词
时装广告
镜像
心理学
含蓄意指
fashion advertisement
mirror image
psychology
implicative signifying
