消费主义视域下广告文化价值的迷失与复归

Advertisement’s Value Maze and Its Reestablishment from the Perspective of Consumerism

本文对失格广告现象进行了一种消费观念及其文化价值的反思与批判,指出了消费主义对现代广告活动的冲击,分析了在这种“为消费而消费”的异化消费环境中,广告体现出来的文化价值迷失问题,具体包括:(1)指向“异化”的人生意义价值建构;(2)引发不健康的消费模式和生活方式等。本文在剥离消费主义实质以及批判其引发广告乱象的基础上,提出树立正确健康的消费观念,是促使广告从消费主义的支配中走出价值迷失、输出正面文化的复归之路。

This paper makes a reflection and criticism on the consumption concept and its cultural value of disqualified advertising,points out the impact of consumerism on modern advertising activities,and analyzes the problem of cultural value maze reflected in advertising in such a dissimilated consumption environment of“consumption for consumption”,including:1.The construction of life meaning value pointing to“alienation”;2.Incorrect consumption patterns and lifestyles.On the basis of stripping away the essence of consumerism and criticizing the chaos of advertising caused by it,this paper puts forward that establishing a correct and healthy concept of consumption is the way to promote the return of advertising from the domination of consumerism.