【摘要】 广告景观是围绕产品的营销而进行的媒介形象呈现及展演，是围绕某一种物品或某一种服务进行的叙述。广告景观展演的主体是“物”,诉求的对象是“人”,“人”与“物”的关系构成广告景观的基本内容。在广告景观中，人与物的关系与现实多有不同，具有如下特点：物是主体、是施动者，人是客体、是受动者；物具有神奇的力量，能够解人之苦，恤人之情；物具有自我话语体系、缘亲谱系，并以物体系来区隔标志人的不同身份及特点。基于这些特征，广告景观中人与物的关系表现为：人借于物、人溺于物或者人困于物，物成为人物质生活与精神生活的重要支撑。但是，广告景观中人与物的关系，是一种虚拟场景中的关系，而非现实生活中的真实存在；这种人与物关系的建构一方面生动诠释了物对于人的重要作用，另一方面，也有可能造成人耽于物、被物所牵制的消极的影响。更多还原

【Abstract】 Advertising landscape is the media image presentation and performance around the marketing of products, a narrative expression around an object or a service. The protagonist of advertising landscape is the “object, ” with the people as a goal, and the relationship between “people” and “objects” constitutes the basic clue of advertising landscapes. The relationship between people and objects in advertising landscape is different from that in reality, which has the following characteristics: Objects are the agents, and people are the patients; Objects have magical power, able to understand the suffering and the feeling of people; Objects have self-discourse system and affinity pedigree, which mark different identities and characteristics of people. Based on these characteristics, the relationship between people and objects in advertising landscape is expressed as follows: People build their lives by objects, and by indulging themselves in objects or getting themselves trapped in objects. However, the relationship between people and objects in the advertising landscape is a relationship in the virtual field, rather than the one in the real situation. The construction of the relationship between people and objects, on the one hand, vividly illustrates the supporting effect of objects on people, on the other hand, it may also has such negative and adverse effects as people indulged in and restrained by objects.更多还原