摘要
身体欲望是广告身体叙事产生的动因,身体解放为身体叙事的实现提供了条件,身体的符号化实现了广告叙事的意义呈现,这一现代广告身体叙事的生成机制提醒人们在享受身体欲望带来的各种快感与满足时,也应该看到其背后隐藏的来自外界对自我身体的控制和规训,进一步认清现代广告身体叙事的本质。
Physical desire is the motivation behind the body narrative in advertising, and the liberation of physical body provides the conditions for the realization of body narratives. At the same time, physical symbolization presents the narrative meaning of advertising. These formative mechanisms of body narrative in advertising remind people of recognizing the true essence of body narrative in advertising and being aware of the hidden control and disciplinary training imposed from outside world on our bodies.
作者
肖小亮
何纯
XIAO Xiao-liang;HE Chun(School of Literature and Journalism, Xiangtan University, Xiangtan 411105,China)
出处
《编辑之友》
CSSCI
北大核心
2019年第7期68-72,共5页
Editorial Friend
基金
湖南省研究生科研创新项目“我国微电影广告的叙事策略与舆论导向研究”(CX2016B244)
关键词
广告身体叙事
生成机制
身体欲望
身体解放
身体符号化
body narrative in advertising
formative mechanism
physical desire
liberation of physical body
physical symbolization
