论广告内容的两重性与消费社会的超真实世界——以鲍德里亚和马克思为参照系

On the Duality of the Content of Advertising and the Hyperreality of the Consumer Society: Referring to Baudrillard and Marx

就广告的内容来说,它包括着两个的维度:一是以内容的美、有品位、高档次档来吸引人;另一个维度是俯就普通人,让每个人觉得都可以拥有,以提升人们对商品的总需求。这两个维度是相矛盾的,它造成广告的一种超真实效果。在普遍的商品交换时代,劳动产品以商品的形式表现出来,信息以广告的形式表现出来。广告内容的超真实性指示着人们生活世界的超真实性,它们源自消费社会时代人们的生存结构,而鲍德里亚错误地认为它们是信息技术本身造成的。

For the content of the ad,it includes two dimensions： firstly,to use the feature of beauty,good taste,and the grade to attract people; Another dimension is the condescension to ordinary people,so everyone think he can do,to improve people’s overall demand for commodities. These two dimensions are contradictory. It creates a hyper- real effects of advertising. In the era of universal commodity exchange,the products of labor manifested in the form of goods,and information manifested in the form of advertisements.The hyperreality of advertising indicates the hyperreality of people’s lives,coming from people’s living structure of the consumer society,but Baudrillard mistakenly believe that they are caused by information technology itself.