摘要
本文认为视觉转向后的现代广告虽然促进了审美走向日常化,但其对文化产生的负面效应却是更为主要和深远的,归纳起来主要体现在三个方面:审美走向表层的物化、视觉符号意义的"通货膨胀"导致人们视觉神经的麻痹;视觉符号能指的漂浮形成的符号价值掩盖了物品本身的使用价值,并由之而搭建了一个仿像世界供人们生活其中而不自知;为"文化帝国主义"提供了更为便利的扩张平台。面对现代广告视觉转向对文化的诸多伤害,呼唤一种对受众的辨证认识和重拾传者的批判精神是完全必要的,这即是人民对广告文本的自我"解读"及传者所应具有的"新广告意识"。
In the paper,the modern advertising after visual turn helps to popularize the aesthetic, but it mainly and profoundly produces negative effects on culture,which mainly embody three as- pects:the tendency of face materialization of aesthetic,and'inflation'of meanings result in the pa- ralysis of the vision nerves in the world;the value of sign resulted from superficial visual signifier conceal the practical value of object,create a simulacra world of human being,and produces a con- venient platform to help cultural'imperialism'expand its area.Face with those injuries of visual turn to culture,to call for a kind of dialectical knowledge and renew the criticalism of spreader is completely necessary,which not only is that human'self read'the AD but also a kind of'new con- sciousness of AD'.
出处
《新闻与传播评论辑刊》
2003年第1期38-44,245,250,共10页
Journalism & Communication Review
关键词
审美的物化
能指的漂浮
人民的“解读”
新广告意识
Materialization of aesthetic
Signifier Superficial
Reading of human
New consciousness of AD
