消费文化与广告业的双向耦合关系

The Two-way Coupling Relationship between Consumer Culture and Advertising Industry

从经济社会的发展逻辑看,消费文化与广告业之间存在着双向耦合关系,消费文化高度发达的国家或地区其广告业必然勃兴,反之亦然。两者形成双向耦合关系的原理在于:商业资本及传媒组织控制的媒介平台通过无处不在的广告,通过象征和幻象功能,激起每个人对物化的神话产生欲望,有效地让人们成为消费者及将消费内嵌为生活方式;消费文化的商品拜物教及主流意识形态特征迎合了国家将消费作为经济压舱石的需求,扩大、加速了商品的流通和交换,从而直接促进广告业的增长与发展。从技术-经济的范式演进看,消费文化经历着大众消费文化向数字消费文化的迁移,在大众消费文化时代,大众传媒及广告发挥着形塑和推动消费文化的主要功效;数字化进程和平台经济主导着数字消费文化的形成及发展,数字消费文化牵引着广告业的数字化转型与升级,计算广告的“技术无意识”特性构成消费者的日常体验,算法消费文化成为当下及未来消费文化的主流和趋势。

From the perspective of the logic of economic and social development,there is a two-way coupling relationship between consumer culture and advertising.Countries or regions with highly developed consumer culture are bound to see a thriving advertising industry,and vice versa.The principle of forming a two-way coupling relationship between the two lies in that:the media platform controlled by commercial capital and media organizations stimulates everyone’s desire for materialized myths through ubiquitous advertising through symbolic and illusory functions,effectively making people become consumers and embedding consumption into lifestyle;The characteristics of commodity fetishism and mainstream ideology of consumer culture cater to the demand of the country for taking consumption as the economic ballast,expanding and accelerating the circulation and exchange of goods,thus directly promoting the growth and development of the advertising industry.From the perspective of the evolution of the technology economy paradigm,consumer culture has experienced the migration from mass consumption culture to digital consumption culture.In the era of mass consumption culture,mass media and advertising play a major role in shaping and promoting consumer culture;The digital process and platform economy dominate the formation and development of digital consumption culture.Digital consumption culture drives the digital transformation and upgrading of the advertising industry.The"technical unconsciousness"of computational advertising constitutes the daily experience of consumers.Algorithm consumption culture has become the mainstream and trend of current and future consumption culture.