| 现代广告：受众自我寻求归属的对象 |
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| 引用本文： | 缪文海. 现代广告：受众自我寻求归属的对象[J]. 河北科技师范学院学报(社会科学版), 2004, 3(3): 108-112 |
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| 作者姓名： | 缪文海 |
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| 作者单位： | 河海大学,公共管理学院,江苏,南京,210098 |
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| 摘 要： | 随着科技和社会民主的发展 ,加之全球化的浪潮汹涌而至 ,人类的整体性逐渐丧失。整体性的丧失使人类的自我命运无家可归 ,成为孤独的飘零者 ,可人的本性又必须要求心灵有所归属。于是 ,现代广告就以此作为商品销售的诉求卖点。现代广告主要通过怀旧和念家情结两种模式来满足人类对归属感的追求
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| 关 键 词： | 自我 归属 认同 广告 |
| 文章编号： | 1672-7991(2004)03-0108-05 |
| 修稿时间： | 2004-03-05 |
Modern Ads:Attributive Object Sought by Audience Themselves |
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| MIAO Wen-hai. Modern Ads:Attributive Object Sought by Audience Themselves[J]. Journal of Hebei Normal UNiversity of Science & Technology :Social Sciences, 2004, 3(3): 108-112 |
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| Authors: | MIAO Wen-hai |
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| Abstract: | With the development of technology and civilization, with the coming of the globalization,the integrity of human beings are so gradually losing that man can not find his mental-home and becomes lonely tramp.As human beings need mental-belongings,modern ads make full use of it as commodity selling,gratifying humans' longing for belongings by using the patterns of nostalgia. |
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| Keywords: | ego belongings self-recognition advertisement |
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