| 平面广告文化：象征文化的符号学诠释——“动感地带”平面广告文本解读 |
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| 引用本文： | 曹芳贞. 平面广告文化：象征文化的符号学诠释——“动感地带”平面广告文本解读[J]. 齐齐哈尔大学学报(哲学社会科学版), 2004, 0(5): 67-70 |
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| 作者姓名： | 曹芳贞 |
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| 作者单位： | 浙江大学,新闻与传播学系传播研究所,浙江,杭州,310028 |
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| 摘 要： | 广告作品在本质上是一种象征文化形式 ,其创造模式和所提倡的消费观念都透露着象征性的符号运作。特别是在当今视觉文化大行其道的社会现实中 ,广告画面和文字的象征意味更浓烈 ,并大有超越象征本身的趋势 ,这直接导致的后果是 :广告文化的符号性操作泛滥 ,象征性能指日渐游离 ,表现出强烈的后现代性和消费文化特征
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| 关 键 词： | 象征文化 广告文本 消费欲望 消费文化 |
| 文章编号： | 1008-2638(2004)05-0067-04 |
| 修稿时间： | 2004-03-14 |
The plan advertisement culture:A semeiology annotation of the symbolistic culture--unscramble the plan ads of M-Zone |
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| CAO Fang-zhen. The plan advertisement culture:A semeiology annotation of the symbolistic culture--unscramble the plan ads of M-Zone[J]. Journal of Qiqihar University (Philosophy & Social Science Edition), 2004, 0(5): 67-70 |
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| Authors: | CAO Fang-zhen |
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| Abstract: | Advertisement works is a form of the symbolistic culture. Both its creating pattern and the idea it advocates indicate the semeology operating.Especially nowadays the visual culture prevails in the social life,the symbolism in the pictures and words of ads becomes stronger and even overwhelms the symbol itself,which straightly causes that the semeiologic operating in ads overflows and the symbolic content gradually dissociates which characterizes strong post-modernity and consumer culture. |
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| Keywords: | Symbolistic culture advertisement text consumption desire consumption culture |
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