摘要
广告的出现是个现代现象。它与社会生产方式,具言之,与商品功能的现代转变紧密相关。在消费时代的总体背景下,广告作为商品的话语机制,其言说的方式已发生根本转变。广告将商品的符号价值制造并实现出来,让人们承认这种价值并将其内化到观念当中,引起思维与行为方式的变化。因此,广告实行着意识形态的社会功能,成为消费社会必不可少的统治策略。
Advertisement is a modern phenomenon. It is closely related to the modern transformation to the mode of production, specifically, the function of commodity. Under the context of consumption era, advertisement, as the speaking mechanism of commodity, has fundamentally changed its way of speaking. Advertisement not only produces but also realizes the symbol value of the commodity, causing people to accept and internalize the value, as a result people change their way of thinking and behavior. That is to say that advertisement performs the social function of ideology and is the necessary ruling strategy of the consumer society.
出处
《北方工业大学学报》
2016年第2期28-33,共6页
Journal of North China University of Technology
基金
国家社科基金后期资助项目"消费社会意识形态批判理论"(14FZX023)
关键词
消费社会
广告
异化
意识形态
符号价值
the consumer society
advertisement
alienation
ideology
symbolic value
