摘要
符号消费是消费社会的基本特征之一,广告对消费主义的滋生与蔓延起着推波助澜的作用,成为制造流行神话的手段和消费欲望的修辞,诱导消费者追求商品的符号价值和象征意义,同时广告符号作为当代大众生活的表征,折射出大众的理想生活场景和社会意识形态的变迁。
Sign consuming is one of the characteristics of a consuming society. Advertisements give impetus to the appearance and wide spreading of consumerism, a device of producing popular legends and a rhetoric for consuming desire so as to induce the consumers to go after the sign value of commodities and their symbolic meaning. As a token of modern life of the masses, signs of advertising reflect the ideal living scenes of the masses and the transformation of social ideology.
出处
《深圳大学学报（人文社会科学版）》
CSSCI
北大核心
2008年第4期140-144,共5页
Journal of Shenzhen University：Humanities & Social Sciences
关键词
符号消费
广告符号
表征
符号价值
sign consuming
sign of advertising
symbolization
sign value
