论广告对语境的消解与重塑

On Deconstruction and Reconstruction of Context by Advertisements

本文基于巴赫金对话理论考察广告的语境效应,区分会话语境和文本语境,认为广告强调受众的自我建构,其创作和传播消解会话语境,同时重塑出文本语境;前者以信息输出和商品销售为目的,后者既体现商品生产者对产品和自身形象的塑造,也展示社会主体对现实世界特别是文化语境的塑造。

The paper studies contextual effects of advertisements based on Bakhtin＇s dialogue theory. It distinguishes conversational context and textual context, and finds out that advertisements emphasize self-construction of the audiences. The creation and dissemination of advertisements deconstruct the conversational context, and meanwhile reconstruct the textual context. The former aims at information exportation and commodity sales, the latter shows commodity and self image constructions by commodity producers, and suggests the construction of real world especially the cultural context by social subjects.