从广告语言的异化现象透视符号拜物教

The Perspective on Symbol Fetishism from the Variation Phenomenon of Advertising Language

技术的进步、生产的发展促使生产社会向消费社会的转变。消费社会使物的符号编码成为必然,能否使大众接受符号编码是编码成功与否的关键。广告商为了能够更好地吸引受众对自己产品的注意力,他们利用消费者的符号拜物教的心理,充分地利用语言的可变性特点,使出浑身解数对广告语言进行创新变异。该文通过分析广告语言变异现象,目的在于帮助人们认识符号的真正意义进而清楚的认识符号拜物教的本质,从而引导大众树立正确的价值观和消费观。该文也分析了广告语言变异的负面影响,旨在帮助消费者更好地理解广告语言,有助于广告语言的规范化,并有助于语言学习者正确看待和使用异化语言,实现净化语言的目的。

The advances in technology and the development of production promote the shift from the production society to the consumer society. Consumer society makes the symbol encoding of things become inevitable. Whether advertisers can make the public accept the symbol encoding or not is the key to the success of the encoding. Therefore, in order to better attract the atten-tion of the audience to their products, the advertisers use the consumer’s psychological symbol fetishism, take full advantage of the variability of language and make their every effort in the innovation and the variation of advertising language.This paper ana-lyzes the phenomenon of advertising language variation, which aims at helping people understand the true meaning of symbol and the nature of symbol fetishism clearly, and then guiding the public to establish the correct values and consumption views. Moreover, this paper also analyzes the negative impact of the phenomenon of advertising language variation, which aims at help-ing consumers better understand the advertising language, and helping language learners have a correct understanding of language variation and use it correctly, whose aim is to achieve the purification of language.