社会潜意识及其在广告中的应用

The Social Subconscious and use in the Ad

社会潜意识由社会不允许其成员所具有的那些思想和情感所组成,它主要是指普遍的精神在社会中受压抑的那一部分。本文以精神分析为视角,从语言、逻辑和社会禁忌这三种社会潜意识的形成要素入手,探讨了社会潜意识的心理机制及其在广告中的应用,最后提出将社会潜意识运用于广告中所需注意的两个问题:小心社会文化不同而产生的文化禁忌;避免挖掘出庸俗、消极的潜意识领域。

Social subconscious is composed by the thought and emotion held by social members which was not permitted by the society, it is mainly refers to the universal spirit which was constrained in the society. This article with psychoanalysis＇s viewpoint discusses the psychic mechanism of social unconscious and its application in advertisements from social unconscious＇s formation obtained three essential factors： the language, logical and the social taboo. Finally we would propose that two questions must be pay attention to when social unconscious utilized in advertisements： be careful of cultural taboo produced by social culture difference and avoids unearthing the vulgarly and negative unconscious domain.