【摘要】 在当代社会,广告对消费者及其社会发挥着巨大的影响力,对人们的消费观念以及社会的方方面面都有着重大的导向作用。广告话语权是指广告发起者、广告创作者及广告媒介通过对意义符号进行操纵,从而实现对受众产生预期效果的一种能力。广告话语权具有依附性、隐蔽性以及策略性等特点。广告话语权的生成是基于广告主、广告创作者以及广告媒介三方合力共谋的结果。更多还原

【Abstract】 In contemporary society, advertising has a great influence on consumers and society, and plays a significant guiding role in people’s consumption concept and all aspects of society. The advertising discourse power refers to the ability of advertising initiators, advertising creators and advertising media to achieve the expected effect on the audience by manipulating the meaning symbols. The advertising discourse power has the characteristics of dependency, concealment and strategy. The generation of the advertising discourse power is based on the collaboration of the advertiser, the advertisement creator and the advertising media.更多还原