摘要
在现代广告的意义场域中,超现实化的符码构筑乌托邦世界,过度展示虚假需求忽视了普通人的真实生存状态,其单向度逻辑剥夺了普通受众的文化选择权。在现代广告的审美空间中,基于叙事模式化、形象脸谱化、表征同质化的惯常性存在,广告被异化为循环往复的无意义活动,原有概念丧失实质性内涵而只剩躯壳,大众沉迷于狂欢式的感官愉悦之中。对现代广告进行社会文化批判,旨在探讨其价值状态和审美症结,提供界定广告本质的反思之维。
In the meaning field of modern advertisements, surreal codes are used to construct Utopian worlds. Excessive expression of false demands ignores the real living conditions of the ordinary people; such one-dimensional logic deprives the general audience of their cultural options. In the aesthetic sphere of modem advertising, advertisements are based on the stereotyped narration, similar images, homogeneous representation; and they are alienated to be in a meaningless recycle of activities. The original concept has lost its fundamental connotation with the outer form left, causing the public to be indulged in carnival sensual pleasure. The criticism of social culture in modern advertising is meant to probe its value and aesthetic crux so as to offer reflections on the nature of defining modern advertising.
出处
《广东广播电视大学学报》
2011年第4期43-47,共5页
Journal of Guangdong Radio & Television University
关键词
广告
社会文化
批判
意识形态
表征
advertising
social culture
criticism
ideology
representation
