广告:现代都市文本的美学阐释

Advertising: Aesthetic Explanation of Contemporary Metropolitan Text

广告作为商品经济的产物,通常研究其品牌形象和营销策略。作者则将广告置于现代都市文化的背景上,将其作为一种独特的都市文本解构其符号意义,进而展开美学阐释。以新的视角突出广告文本的技术性和艺术性及其相互作用,论述广告的审美价值。

As a product of commodity economy, commercial advertising often studies brand images and marketing strategies. This paper treats advertising as a unique modern urban cultural text, deconstructs its semiotic meaning, and further interprets its aesthetic significance. Besides, the paper discusses the aesthetic value of advertising from a new perspective in order to give prominence to the technicality and artistry of an advertising text as well as its interactions.