视觉文化视域下广告对消费意义的建构与影响

Construction and Impact of Advertising on Consumption Significance from the Perspective of Visual Culture

今天视觉文化已日渐渗透到人们的日常生活,并进一步影响着人们对周围世界的认知,甚至影响着人们的思维方式、行为方式和意识形态。广告通过商品品牌的视觉化建构,获得"注意力经济";通过社会意义的嫁接,赋予商品符号化价值;通过"美"的形象化描述,进行日常生活审美化的建构。视觉文化对广告的影响与渗透,并由此导致了"拜物教""消费主义"倾向的意识形态导向,这值得传播主体和被传主体进行深思和批判。

Today＇s visual culture has gradually penetrated into people＇s daily life,and further affects the people＇s perception of the world around them,and even affects people＇s thinking mode,behavior way and ideology.Advertising has obtained ＂attention economy＂through the visualization of brand construction;giving the value of commodity symbols through the social significance of grafting;constructing aesthetics of daily life through the description of the image of＂beauty＂.The impact and penetration of visual culture on advertising leads to the ideological orientation with the tendency of＂fetishism＂and＂consumerism＂,this is worthy of thinking and criticism for both the disseminator and the audience.