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在广告文本解构中构建受众的主体性

Constructing Audience Subjectivity by Deconstructing the Advertising Texts
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摘要 传播者通过媒介将带有劝服色彩的广告信息传递给受众,并把消费产生作为最终目的。因此,强制性始终是广告传播的本质,受众被动接受广告信息并被影响,其主体性被消解。重构受众主体性的关键在于对广告文本的解构。通过了解广告文本的编码方式,并根据不同的编码方式选择协商式或对抗性解读文本,从而发挥受众的主观能动性。 Communicators convey persuasive advertising messages to the audience through the media,and take consumption as the ultimate goal. Therefore,the mandatory is always the essence of advertising communication. The audience passively accept the advertising information and be affected,and then their subjectivity are dispelled. The key to reconstruct the audience subjectivity lies in the deconstruction of the advertising text. The audience need to understand the encoding methods of advertising text and choose the negotiated or antagonistic interpretation text,then to play the subjective initiative.
作者 李婕颖 LI Jie-ying(Humanities Department, Guangdong Peizheng College ,Guangzhou 510830, China)
出处 《齐齐哈尔大学学报(哲学社会科学版)》 2018年第5期156-158,163,共4页 Journal of Qiqihar University(Philosophy & Social Science Edition)
基金 校级重点科研项目:佛山设计业成长规律研究(14pzxmzd002)
关键词 广告传播 受众 主体性 文本解构 advertising communication audience subjectivity text deconstruction
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