“诗意”广告：话语符号建构的视觉政治

中国当代广告传媒借助各种＂诗意化＂的话语符号,建构起一个以视觉传播为中心的＂消费神话＂。在这一神话背后,隐藏着各种话语形态复杂共生所构成的视觉政治。这其中,尤以经济话语、性别话语和政治话语三种话语形态最具代表性。由此观之,＂诗意＂广告作为一种视像表征,以其对消费主义文化逻辑的顶礼膜拜、对文化传统的功利性态度以及对官方意识形态的暧昧立场,成为考察中国当代传媒在特定时代语境下所形成的视觉政治的理想对象。这一视觉政治对传媒文化生态的消极影响以及由此所带来的各种文化危机,亦可在一定程度上得以揭示出来。

With various ＂poeticized ＂ discursive symbols,advertising media constructs ＂the myth of consumption＂centering on visual communication in contemporary China. Behind the myth is the visual politics constructed of various discursive forms in complex relations. Among them economic discourse,gender discourse and political discourse are the most representative.Due to its fetish of the cultural logic of consumerism,its utilitarian attitude to cultural traditions and its ambiguous stance on the official ideology,the ＂po-eticized＂advertising as a kind of visual representation has become the ideal object for exploring the issue of visual politics in the media of contemporary China. Thus,to some extent,the negative impact of the visual politics on the ecology of the media culture and the cultural crisis resulting from it can be revealed.