| 广告的主流文化之维 |
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| 引用本文： | 王蕊.广告的主流文化之维[J].河南工业大学学报(社会科学版),2011,7(3):91-93. |
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| 作者姓名： | 王蕊 |
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| 作者单位： | 山西大学商务学院,山西太原,030006 |
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| 摘 要： | 广告作为一种文化行为,或遵从主流文化的引导,倡导积极向上的生活方式;或特立独行、创意先行,在极力讨好受众的同时,在某些形式与思想上背离了主流文化的方向,对社会受众产生消极的影响。以具体广告为例,对当今流行的商业广告进行了文本的解读、分析,阐述了广告与主流文化的关系。
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| 关 键 词： | 广告 共识 主流文化 |
THE DIMENSION OF THE MAINSTREAM CULTURE OF ADVERTISING |
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| WANG Rui.THE DIMENSION OF THE MAINSTREAM CULTURE OF ADVERTISING[J].Journal of Henan University of Technology:Social Science Edition,2011,7(3):91-93. |
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| Authors: | WANG Rui |
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| Institution: | WANG Rui(College of Commerce,Shanxi University,Taiyuan 030006,China) |
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| Abstract: | As a cultural phenomenon,advertising either complies with the guidance of the mainstream culture and promotes positive lifestyle or deviates from the mainstream culture in some forms and direction of ideology and exerts negative impact on society and readers by persisting in independence and sticking to creativeness while struggling to please the audience at the same time.The paper takes specific advertising for example,interprets and analyzes the texts of popular commercials at present and then further elaborates the relationship between advertising and the mainstream culture. |
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| Keywords: | advertising common understanding the mainstream culture |
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