论广告成为日常生活中一场“仪式化”的视觉狂欢

Advertising as a “Ritualized” Visual Carnival in Daily Life

在当下视觉文化时代,图像成为广告重要的生存模式和表意系统。在技术合理化、技术理性的合谋下,广告成为人类日常生活中一场极具"仪式化"的视觉狂欢与视觉盛宴,巴赫金的狂欢化诗学理论在广告盛大的图像仪式中得到了一定的体现与诠释。但是广告图像的视觉狂欢是一场深度价值削平的视觉游戏,与巴赫金所倡导的狂欢文化本质上是对人的精神自由与生命活力的张扬,对生命存在的感悟与解放超脱的价值意义是截然不同的。

In the era of visual culture,image has become an important survival mode and ideographic system of advertising.Under the conspiracy of technology rationalization and technological rationality,advertising has become a ritualistic visual Carnival and visual feast in daily life.Bakhtin’s carnival poetics theory has been reflected and interpreted in the grand image ceremony of advertising.But visual carnival of advertising images is a visual game of deep value elimination,which is different from the essence of carnival culture advocated by Bakhtin.The value and significance of Bakhtin’s carnival poetics theory is the publicity of human spiritual freedom and vitality and the perception of life and liberation.