论全球性消费时代的跨文化广告与消费文化

Research on cross-cultural advertising and the culture of consumption in the era of global consumption

在全球性消费时代,跨国公司依仗着广告宣传,大张旗鼓地把资本主义消费文化扩张到了全球。跨文化广告作为为资本谋求更大利益的得力工具,其推行消费文化的深层次目的是显而易见的。本文论述了跨文化广告与消费文化同质同构、相伴共生的契合关系,探究了这种关系形成的内在根源;同时分析了跨文化广告如何通过对消费文化的多重认同构造,使自身成为消费文化忠实的表征与载体;跨文化广告作为一种传播媒介又是如何以其强大的传播能力和渗透能力,对传统文化产生强大的解构作用,从而对消费文化的传播产生巨大的推助作用的。

In the era of global consumption, the transnational corporations bring the culture of capitalist consumption to everywhere in the world through advertising. The cross-cultural advertising is used as the powerful tool by the capital to seek greater interests. And the purpose of promoting the culture of consumption is obvious. This article first discusses the relationship between cross-cultural advertising and the culture of consumption. Then, it explores the underlying causes for the formation of such a relationship. Meanwhile, it analyzes that how cross-culture advertising makes itself to be the faithful characterization and carrier of the culture of consumption, and how cross-culture advertising, as a media, plays a strong role in deconstruction of traditional culture, while it has tremendous impact on the spread of the culture of consumption, through its powerful capabilities of communication and infiltration.