| 广告的意识形态功能实现机制研究 |
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| 引用本文： | 蒋成贵.广告的意识形态功能实现机制研究[J].淮海工学院学报(社会科学版),2012,10(10):90-92. |
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| 作者姓名： | 蒋成贵 |
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| 作者单位： | 安徽大学马克思主义研究院,安徽合肥,230601 |
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| 基金项目： | 安徽大学研究生创新项目 |
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| 摘 要： | 广告的影响已经超出了商业领域，对人们的观念世界产生着潜移默化的作用，具有了意识形态的功能。意识形态的无意识产生机制是广告意识形态功能产生的前提，广告自身所具有的心理功能是广告意识形态功能实现的基础，广告受众的“主体化”是广告意识形态功能实现的关键。
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| 关 键 词： | 广告 意识形态 无意识性 心理功能 |
Study on the Realization of the Ideological Function of Advertisements |
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| JIANG Cheng-gui.Study on the Realization of the Ideological Function of Advertisements[J].Journal of Huaihai Institute of Technology,2012,10(10):90-92. |
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| Authors: | JIANG Cheng-gui |
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| Institution: | JIANG Cheng-gui (Research Institute of Marxism, Anhui University, Hefei 230601, China) |
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| Abstract: | The influence of advertisements has gone beyond the commercial field. Exerting a subtle influ-ence on people＇s mind, they have possessed an ideological function. The play of such a function lies in the precondition that ideology works in an unconscious way. The psychological function of advertisements themselves is the foundation, and the audience of advertisements as the subject is the key that determines whether such a function can be realized or not. |
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| Keywords: | advertisements ideology unconsciousness psychological function |
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