广告文化与消费主义勾连中的消费“异化”

The Consumption “Alienation” in the Connection between Advertising Culture and Consumerism

广告文化从属于消费主义。广告文化是推进壮大消费主义的重要载体,在通过消费行为的实现以促进资本增值上,消费主义与广告文化一拍即合,勾连共同发力,不仅实现经济增长,在对社会文化、消费观念和社会权力的构建上也产生了重要的影响。但是在实际运作过程中,过度的消费主义导致消费过程中消费需求、消费者主体、消费者客体以及促进消费的广告作品等多方面出现了异化现象,在广告所营造的充满物质与虚假需求的环境中迷失。现实社会在广告文化与消费主义两者的双重压力下被不断改写。

Advertising culture is not only subordinate to consumerism, but also an significant carrier of strengthening consumerism. In the process of promoting capital proliferation,consumerism and advertising culture make joint efforts to achieve economic growth. The construction of consumption concepts and social power has also had an important impact. However, in the practical operation process, excessive consumerism has led to alienation in many aspects such as consumption demand, consumer subject, consumer object and advertising works promoting consumption. Lost in the environment full of material and false demands created by advertisement, the real society is constantly rewritten under the double pressure of advertisement culture and consumerism.