【摘要】 在市场经济占主导地位的社会中,商品已经不仅仅是商品,而是成为了某种形象的象征,当你买进一个商品的时候,也就意味着你买进了一种观念、一种形象。在商品消费时代,受众侧重的是经济成本,而在形象消费时代,人们的消费心理则从侧重经济成本转向侧重心理成本。本文试图通过对比、分析大陆、香港、台湾三地的广告形象与受众心理接受状况,找出它们之间的差异而在这一点上又有殊途同归的例证。更多还原

【Abstract】 In a society of market economy, commodities are not only commodities, they are also images. When you buy a commodity, you buy a kind of idea or image. In a society of commodity consuming, audience pay more attention to the cost while in a society of image consuming, people pay more attention to psychological cost. This paper analyzes the relation between images in advertisements and audience’s mentality in the mainland and Hong Kong and Taiwan area. Examples show that there exist differences but the goals are more or less similar.更多还原