购买成功:炫耀性消费广告制造的认同秘密

Purchasing Success:The Secrecy of Identity in the Advertising Production of conspicuous consumption

广告制造的认同可以分为三个层次,其代表性形式为炫耀性消费广告,这种广告制造的认同秘密在于促使消费者购买成功,由此导致了理论、实践的内部冲突以及理论与实践之间的矛盾。本文认为,这种矛盾是由于发展中的认同理论难以有效解决个体认同和集体认同之间的内部差异所导致的。

The identity in advertising producion can be divided into three aspects, among which the representative form is the advertisment of conspicuous consumption. The secrecy of identity in this kind of advertising production lies in urging consumers into purchasing success, thereout resulting in conflicts in and between theory and practice. This thesis argues that the conflicts result from the fact that the current theory of identity can hardly resolve the inner diversides between individual and collective identities effectively.