重建广告学的马克思主义批评研究路径

Reconstruct Marxist Criticism Path of Advertising Research

本文提出了广告学领域引入马克思主义批评研究路径的重要性和迫切性，认为广告学马克思主义批评研究路径存在着两个重要的维面：符号分析和社会分析，且二者之间是相辅相成、相得益彰的关系。文章指出，广告学马克思主义批评的研究路径对于纠正广告学研究领域长期以来存在的“价值偏离”倾向具有重要作用；广告学的马克思主义批评研究路径是批判性的和反思性的，其根本的旨趣就在于考察广告对人、对社会所造成的影响，其终极目的则是要为实现人类的最终解放提供知识与力量。

This thesis raises up the importance and imminence of introducing Marxist Criticism path to advertising research, and elaborates on two dimensions that reflects the Marxist Criticism research path, i.e. the Semiotic Analysis and the Social Analysis. Each of these two dimensions complements with the other. The author believes that Marxist Criticism research path will play an important role in setting right the ＂value bias＂ status-quo in current advertising research. The Marxist Criticism research path is critical and reflexive, aiming at studying advertising＇s influence upon human beings and the society as a whole. Its ultimate objective is to provide knowledge and power to the ultimate liberation of human beings.