| 尊崇与戏谑:国家领导人“代言”广告分析 |
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| 引用本文： | 宋玉书.尊崇与戏谑:国家领导人“代言”广告分析[J].中国地质大学学报(社会科学版),2010,10(4). |
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| 作者姓名： | 宋玉书 |
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| 作者单位： | 辽宁大学文学院,辽宁,沈阳,110036 |
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| 摘 要： | 广告通过国家领导人与产品关联的阐释,将国家领导人特有的符号意义和符号价值传递到产品上,为产品及其品牌重新定义,以实现权力和价值的移植.权力崇拜文化和后现代主义文化潮流为此类广告提供了传播沟通的语境,广告中对权力和权者的尊崇与戏谑构成一道政治文化景观,折射出社会文化的丰富多元.但此类广告也易引发政治性摩擦,存在游走于法律边缘的风险.
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| 关 键 词： | 国家领导人 广告代言 意义传递模式 权力崇拜 法律风险 |
Adoration and Prank:Study of Ads Endorsed by State Leaders |
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| SONG Yu-shu.Adoration and Prank:Study of Ads Endorsed by State Leaders[J].Journal of China University of Geosciences(Social Sciences Edition),2010,10(4). |
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| Authors: | SONG Yu-shu |
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| Institution: | SONG Yu-shu(College of Literature,Liaoning University,Shenyang 110036,China) |
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| Abstract: | Advertisements transfer the specific symbolic significance and value of state leaders to products to redefine the products and brands and achieve the transplantation of power and value through the interpretation of the relationship between state leaders and products.Power prank culture and post-modernism culture provide the context of this kind of advertisement.The prank towards power reflects the multiple features of social culture as a political culture landscape.However,such advertisements,which exist in... |
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| Keywords: | state leader advertisement endorsing mode of significance transfer power prank legal risk |
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