幸福的陷阱——广告对消费者的塑造及其后果

The Trap of Happiness:The Shaping upon Consumers by Advertisements and Its Outcomes

消费社会塑造了一种可供剥削的"消费大众"。现实生活中,广告在塑造消费社会中的消费大众的过程中作用关键。本文从广告塑造消费者品牌意识、消费大众的消费观念以及个人价值三个方面进行了分析,并运用消费社会的理论进行了批判,由此对媒体的责任的矛盾性进行了思考和探讨。

The consumer society shaped a kind of 'consumer mass' which could be deprived of.In reality,the advertisement plays a crucial role in the process of shaping the consumer mass in the consumer society.This paper analyzes the shaping process in three aspects,that is,the brand conscience,the consume concept and personal value of the consumers,and criticizes it by theories of the consumer society.Then it ponders and explores the contradictory of the media's responsibility.