时尚杂志消费主义倾向的符号学阐释

The Semiological Interpretation of Consumerism Tendencies in Fashion Magazines

从符号学视角出发,时尚杂志在建构自己价值观念的过程中,在运用"品牌"、"休闲"、"身体"等符号为受众营造优质生活的幻象,实现消费主义的诉求时,频繁地将女性的自我实现与消费联系起来。女性的现代意识成了促进消费的动力,而消费则成了女性解放自我的手段。

Consumerism impelled the prosperity of fashion magazines, while the message spread by fashion magazines to stimulate, meet, and guide the audience of their consumer demands. The essay based on the semiological perspective, using the application of Saussure＇s theory of ＂semantic axes＂to illustrate how the fashion magazines for the audience to create a tall beauty, quality of life of illusion in order to achieve consumption and aspiration by utilizing ＂body＂, ＂brand＂, ＂leisure＂ and other symbols . It can be found through the analysis that in the process of fashion magazine building their own values, the frequency of women＇s self--realization and consumption linked to women＇s modern consciousness has become the driving force of the promotion of consumption, as consumption has become a means of self--liberation of women.