自我认同与社会区隔:当代广告的差异化策略

Self -identification and Social Segmentation——The Different Strategy of Contemporary Advertisement

消费已经从基本物质需要的满足转向了对精神和文化价值的追求。这种转向从某种角度说是在广告的刺激下形成的。这种追求明显具有消费自我认同和社会区隔的功能。商品对人们之所以重要,不仅是因为它能够被使用,更是因为其符号价值。广告正是通过赋予商品以符号意义,鼓吹同类商品消费之间的差异,强调商品的个性,以此来完成对消费者的区隔。而无论怎样进行消费者的自我区分,实际上都是向某种范例靠拢。现代消费者的身份正是通过广告的这种赋值功能,在对商品的消费中建立起来的。

Consumption promoted by advertisement has switched from mate- rial demands to spiritual and cultural demands. The change is spurred by the motivation of advertisement. This mode of consumption functions as self- identification and social segmentation as well. Commodities’ internal value for consumers lies in their mode value instead of their effectiveness. Through endowing commodities with code value, ads advocate the difference among goods and emphasize their individuality, thus realizing segmentation of consumers. In fact, consumers’ identities are established through the function of ads.