消费文化背景下的广告形象代言人研究

当代文化正经历着视觉化转向,意义在当今世界除了借助口头和文本传播之外,还借助于视觉来传播,形象在消费社会里的霸权地位正日益凸显.在消费社会中,广告中的形象代言人正充当着"模仿样板"的角色,它不断召唤受众通过商品消费进入理想生活的虚幻图景.形象对观赏者和消费者的影响,在精神层面上更取决于它们所引发的广泛的文化意义和各种语境.民众价值观念和审美风尚也正经历着由统一向分化、由教化模式向消费模式、由社会活动向个人娱乐的转变.

On the Advertisement Vivid Spokesman on the Background of Expense Culture

The contemporary culture is facing visualization turn.The meaning is not only transmitted orally or with text now in the world,but also draws support to the visual dissemination.The supremacy status of image is apparent in expense society day by day.In the advertisement,the vivid spokesman transmits information,provides joyful and sadness,affects the style,dominates expense,and adjusts authority relations.This article launches the preliminary discussion as to the power discourse hiding behind the vivid spokesman,the expense ideology as well as the relationship between advertisement vivid spokesman's role vicissitude and the populace spirit orientation,the value ideas,the esthetic prevalent custom change.