消费时代影像广告的话语生产及其权力建构

Discourse Production and Power Construction of Video Advertising in the Consumer Era

在消费时代,随着科学技术和经济环境的发展,纸媒广告逐渐进阶到电子、影像广告。影像广告的出现与普及有其自身的劝服优势,企业在挖掘消费者消费动机的同时,不断在广告形式上创新发展。但更重要的是,通过探究影像广告隐性权力的建构,发现影像广告实则既是权力的源泉又是权力的工具,可以对其进行隐性的操纵。本文通过探究广告产业的形式流变、广告意像背后的消费动机及影像广告形式话语之后的权力生产来深度挖掘现代影像广告与消费意识的辩证逻辑并进行文化反思。

In the era of consumption,with the development of science and technology and the economic environment,paper advertising has gradually advanced to electronic and image advertising.The emergence and popularization of video advertising has its own persuasive advantages.While digging consumer spending motivations,companies continue to innovate in the form of advertising.But more importantly,by exploring the construction of the hidden power of video advertising,it is found that video advertising is both a source of power and a tool of power,and the state is conducting implicit manipulation through political power.This paper explores the dialectical logic of modern video advertising and consumer awareness and conducts cultural reflection by exploring the changes in the form of the advertising industry,the consumption motivation behind advertising images,and the power production behind the discourse of video advertising forms.