广告文本的三重逻辑——以“我们恨化学”广告为例

Three Layers Thinking of Advertising Text: Taking the “We Hate Chemistry” Ads for Example

作为现代文化不可分割的一部分,广告文本中隐藏着一种内在的、支配表面现象的深层逻辑结构,广告形态及相关围绕广告的批评和争议也源于此。研究以新近发生的"我们恨化学"广告事件为例,对广告话语的编码机制进行"行为功能"的解构,从广告运作机制、叙事逻辑以及表达艺术三个层次分别展开思考,提炼出广告文本的深层逻辑结构,继而从广告环境的多重图景中展开对广告责任与伦理的思考。

As an integral part of modern culture, advertising text hides some inner and deep logical structure which advertisement and criticism and controversy related ads comes from this. This research takes a recent advertisement named ＂we hate chemistry＂ to encode mechanism advertising and deconstruct the behavioral function from advertising operation mechanism, narrative logic, and artistic expression at three different levels. What＇s more, this paper tries to extract deep logical structure of the text of advertisment, and then, expands reflections of responsibility and ethics of ads from multiple ads environment.