“自我”与“差异化”在近代广告叙事中的多重建构

中国近代广告叙事对差异化的建构不仅仅是为了推销产品,塑造品牌形象,更为深层的是表征这种差异化的那些意义生产过程。它所要传达的是一种复杂的自我建构意向。有多种要素介入并影响了此过程:产品、文字、声音、影像、识别标记、行动者,以及建构它们或者由它们衍生的各种符号、象征和意识形态。因为意义总是处于不断生成和再造之中,而表征也是多脉络地往返于不同符号的所指链和能指链之间。自我被表征的同时,也在起着主动的表征作用。这种相互建构的过程既是在具体的文本和叙事中显现的,同时也关联到场境外更大的社会历史过程。正是不同力量之间协商和共谋,意义之间邂逅和抵达、区隔和平衡促成了自我的多重影像。

The Multiple Constructions of Self and Differencizing in Advertisement Narration

The production to differencizing of advertisement narration is not just the mold of products and brand-image.The deeper significance is the production process which represents difference.It reveals more complex self Constructivism.There are many elements involved and the impact of this process,products,text,voice,video,identification marking,actors and the various symbols,symbols and ideology which they construct or are derived from them.Because the formation and recreation of meaning is always in a constan...