枷锁中的水仙情结——中国广告中的自恋表现探析

Narcissism in Shackles:Analysis on Narcissism in Chinese Advertising

人类的自恋情结与生俱来,并在人的一生中一以贯之。我们所处的时代,自恋更是无所不在。自古以来,自恋情结就是文学创作中永恒的母题之一,广告创作作为一种文学文本创作,很早就有意识或无意识地在运用这一心理特征,借助广泛运用的"镜子"意象,呈现自恋的商品、自恋的广告人物,引起消费者共鸣并最终促成购买行为。广告与生俱来的商业属性决定了广告对自恋情结的展现与文学作品创作中对自恋情结的刻画有鲜明的区别。但无论如何,广告中表现出来的自恋情结正是对这一社会文化的真实反映。

Human is born with the narcissism,and throughout the life of people.Nowadays,the Narcissism is omnipresent.Since the ancient times,narcissism is one of the eternal motifs in literary creation,advertising creation as a literary text,consciously or unconsciously in early use the psychological characteristics,in order to achieve the goal that struck a chord with consumers and ultimately contribute to buy.Ads inherent commercial properties determine the display of narcissism and literary creation in the characterization of narcissism distinct difference.But in any case,the advertisement of narcissism is a true reflection of the social culture.