论文标题:当代广告的文化解读
Several Thinking about Contemporary Ideology Construction of Our Country
论文作者 邵文文
论文导师 李戎,论文学位 硕士,论文专业 文艺学
论文单位 山东师范大学,点击次数 373,论文页数 41页File Size2220k
2004-04-26论文网 http://www.lw23.com/lunwen_2395347/ 广告;文化;文化功能;负面效应
advertisement; culture; cultural functions; negative effects
广告是一种商品促销手段，广告文化实质上是一种商业文化，而从其生产、传播方式以及所传达出来的精神文化信息来看，广告文化又是一种大众文化。 当代广告在实现其经济目的的同时，客观上对社会精神文化产生了多方面的影响。当然这种影响是有限的。本文试图将广告置于文化视野予以考察。 在市场竞争激烈化、商品同质化的今天，广告促销的直接目的往往要借助于文化、审美、情感诉求等手段迂回地得以实现，这便使得广告具有了文化特性，从而具备了对精神文化领域产生影响的先决条件。 除了借助于大众传播媒介这种物质手段之外，广告的文化特性具体表现为：广告将自身定位为物性商品的精神宣言和文化阐释；为实现这种定位，通过对受众接受心理的考察，选择以人类情感为基本诉求点；而其诉求效果的实现往往依赖于广告采取的美的形式，包括诗化的语言。这一切都表现为对人类精神生活的关注，而对商业目的讳莫如深，因此客观上具备了对社会文化产生影响的前提。当代广告的社会文化功能主要表现为对民族文化的展示、对流行时尚的引导以及在一定程度上对道德信息的传播。 人的接受心理受制于其所属的亚文化群，因此民族传统文化的内容和形式常常为广告创意所利用，客观上广告文化成了展示民族文化的舞台。广告在引导大众消费行为的过程中，主要以时尚为表征，因而广告往往成为流行时尚的样本，成为促使人们改变生活形态的推动力量。为使广告信息传播有效，广告力避急功近利，转而关注符合绝大多数人利益的道德内容，客观上使得广告传播成为一种特殊的道德信息载体，当然广告对道德内容的传播是极为间接和有限的。 尽管如此处心积虑地乔装打扮，广告作为商业促销手段的实质是无法改变的，因此其负面效应在所难免，并日益引起了文化批评目光的关注。 置身于广告的汪洋大海之中，人们对其道德的、审美的……诸如此类的诉求内容日趋麻木，而在“欣赏”广告时，人们不可能拥有自身的解读权，在广告与受众的关系中，受众只能是被动的；而其所倡导的时尚生活又必然通过感性的物质消费得以实现，于是，被动、冷漠日益成为当今时代大众的性格，而消费成了最高的价值追求。当然这种结果的铸成归因于政治的、经济的、文化的合力的影响，但广告宣传确实起了推波助澜的作用。另外，由于当代广告借助辐射面极广的大众传媒，广告语言往往成为时代流行语，对传统的语法造成了严重的干扰，而且其诗意的语言其实质是反诗意的。 通过对广告的文化解读，广告的文化特性、客观存在的文化功能及负面效应昭然若揭。 广告文化研究的目的在于对广告文化加以整伤，为广告文化的发展提供一种有人文精神的终极价值尺度，使之减少文化上的偏差与失误，从而为社会文化发展承担起应负的责任。 本为结构如下: 第一部分介绍广告的文化表征，包括其自身的文化定位、情感诉求、审美特性以及诗化的语言;第二部分是广告的文化功能:广告客观上成了展示民族文化的舞台，成了演绎流行时尚的样本，在一定程度上还作为传递道德信息的特殊载体;第三部分是广告的负面效应:对于造成冷漠、被动的大众性格，消费至上的价值观念起了推波助澜的作用，对传统语法形成了干扰。关键词:广告文化文化功能负面效应分类号:J122:F713·80
Modern advertisement, as an approach of sales promotion, is essentially a commercial activity. On the other hand, it is also a kind of mass culturessince it occupies many culture elements. Therefore advertisement has both economical and cultural influence in our society. In this paper, I focus on the cultural aspect of advertisement; discuss its components and functions, and analyze its effects in our society.Besides making use of public media like TV and Internet, advertisement also combines various cultural elements. First, advertisement is aimed to act as the cultural and even spiritual interpretation of the product. To advocate people to accept this interpretation, consumer psychology is studied and feeling turns out to be the critical point that can persuade people. Also advertisement is represented in some aesthetic forms like poems to attract attentions. All these efforts and elements hide the business purpose inside, which means that the social cultures are affected and changed even without being noticed sometimes.As a cultural, advertisement culture has its social and cultural functions. Oriented to a specific culture community, e.g. a country (China, for example), or a group of people (students, for example), advertisement usually depends on the specific culture of its orientation audience. Therefore, the specific culture, e.g., ethnic culture, can be publicized through advertisement. Also advertisement usually represents fashion, guiding people adopt new products, accept new notions, etc.Any social and culture phenomenon has its affects to the social and culture. In this paper, I studied advertisement"s culture affects. Influenced by advertisement, people become passive and apathetic, and consumption becomes the most popular pursuit.Based on my discussion and analysis, I proposed that advertisement, as a culture phenomenon, has its culture characteristics, culture functions and culture affects, and should take its responsibility to this society. On the other hand, our society should payattention to advertisement to guide it to proceed in a way such that culture, society, and advertisement can develop together.This paper is organized as below: Part I describes culture characteristics, which includes its culture interpretation, critical point of consumer psychology, and aesthetic forms, etc. Part II explains culture functions of advertisement like publicize ethnic culture, etc. Part III discusses the affects of advertisement, especially negative affects that should be paid attention to.
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