移动互联网视域下广告符号生产的转型

The Transition of Advertising Symbol Production from the Perspective of Mobile Internet

随着互联网时代的来临,尤其是移动技术的成熟和介入,人类的生活形态和生活方式发生了巨大的变革,广告符号生产也发生了转型。文章通过对广告符号生产的变化特征梳理,进而探讨广告符号生产与再生产之间的关系,从"受众"中心的传播角度,分析了消费欲望、消费观念和消费行为对于符号再生产的作用。

With the advent of the Internet era,especially the maturity and involvement of mobile technology,great changes have taken place in human life form and lifestyle,and the production of advertising symbols has also undergone transformation.This paper combs the changing characteristics of the production of advertising symbols,and then explores the relationship between the production of advertising symbols and reproduction.From the perspective of the communication of the"audience"center,it analyses the role of consumption desire,consumption concept and consumption behavior in the reproduction of advertising symbols.