【摘要】 在当今消费社会中,消费已超越了基本生理需要,更主要是为了满足那些不断被刺激出来的精神欲望。人们追求和崇尚高度的物质占有或将消费作为美好生活和人生目的,消费至上的价值观念和生活方式逐渐成为主流消费意识形态。而广告意识形态就是消费意识形态的一种具体表现,同时反过来还充当消费意识形态的培育者。但是广告意识形态与新闻意识形态、政治意识形态又有着明显的区别,广告意识形态更为软性、隐蔽,它主要是对消费者形成潜移默化的影响。广告意识形态主要有三个方面的功能:引导和更新消费观念、塑造和培育价值取向以及反映和构建消费关系。更多还原

【Abstract】 In today’s consumer society, consumption has gone beyond the basic physiological needs and tends to satisfy being constantly stimulated spiritual desire. People pursue and advocate a high degree of material possession or consumption as a better life and the purpose of life, consumption-oriented values and lifestyles gradually become the mainstream consumer ideology. Advertising ideology is a concrete manifestation of consumer ideology, but in turn it also acts as a consumer ideology breeder. There is a clear distinction between advertising ideology, news ideology and political ideology because advertising ideology is more soft and more subtle, which are mainly responsible for the subtle influence on the consumer. Advertising ideology has three main functions: guide and update the concept of consumption, shape and cultivate value orientation and reflect and build consumer relations.更多还原