后现代广告及其文化效应初探

A Primary Discussion on Post-modernistic Advertisement and Its Cultural Effect

这里从后现代主义入手,分析了后现代广告的几个主要特征,并对后现代广告意义生产的内在机制,从符号学的观点做了追本溯源的分析。最后,厘清了当下大众文化界对后现代广告的一些误解,并为后现代广告作了必要的"正名"。

Starting with post-modernistic concept, this thesis analyses the main features of post-modernistic advertisement and the internal production mechanism by the way of tracing its origin from the perspective of Semiotics. Finally, the misunderstandings of the mass culture to post-modernistic advertisement were sorted out in this thesis, and the necessary work of ＂name clarifying＂ was done for post-modernistic advertisement.