【作者】 王志成；

【导师】 张福贵；

【作者基本信息】 吉林大学 ， 现当代文学， 2005， 硕士

【摘要】 广告,是消费社会的表征,是我们日常生态中熟悉的生活景观。本文将广告这一具有经济文化多元探讨价值的现象放在全球化时代中和文化的维度上去探察分析。在文本上,广告对商品本身的属性等信息进行了排空,在搭建的空间里导入了一些新鲜的东西,创造其与产品尤其是品牌的关联性,从而使产品的形象得以建构或重塑,导入的内容通常与消费文化和大众文化有关。随着文化观念的导入,使得受众的信息接受行为本身成为一种观念的评估和体验的过程。广告使目标受众产生了购买和消费的行为,与此同时也是对接受的观念及意义的履行和实践。广告文本所承载或依托的文化观念所具有的传播意义已经远远超越了告知的功能,它已经可以影响人们的价值观念,形成一个时代的风尚,它是如此张扬它的趣味,以至于无法将它移出我们生活的视野。在创意策略上,全球化的潮汐深切地影响着我们的文化走向,全球范围的广告传播成为文化交融或冲突的前沿,构成既喧闹迷乱又发人深省的文化图景。我们面对的现实是要有选择地排拒那些不适应自身发展的东西,排斥文化霸权主义的后殖民和牵制的努力。但与此同时更重要的任务是以传统文化为基础资源,普世价值为切入点,学习先进的运作模式,管理模式等国际化的机制和体系,在这个文化交融和冲突前沿进行冷静的审视与思考,以期待从现在到未来的突破。更多还原

【Abstract】 We are in the era of advertising. A large variety of advertisements fill the environment of ours, these gradually become an important component which can not be avoided. In the latest 20 years after the government carried out the reform and open policy, advertising industry sprung up, growing in inflation. The history of advertising development in China is short, but it can be reckoned as the epitome of the world’s advertising history. The development of no less than 20 years has caused the knowledge of advertising in business and academic area deepened as well as widened. Advertising, from conception to operation, from the form to the content, has evolved from single to diversified; the meaning of advertising has been enriched too. The trend of globalization cannot be reversed, and it affects the creativity of the text profoundly. Advertising has changed from a simply economic phenomenon to an indispensable make-up of the social life, so we can call it advertising culture. This thesis is going to discuss and analyze advertising text as well as advertising phenomenon from the cultural angle. 1. The importing, experiencing and practicing of cultural concept: the advertising text in the new era The advertising text in the new era differentiates a lot from ever. Although the consumers have realized the intention of the production of extra value, but the logic of culture has penetrated into the consuming procedure as the changing of the consuming concept. As the existing of the prestige economics, it has become a common sense to interpret the commodities. The advertising text is producing the “rare commodities”rapidly and effectively. In order to construct the modest atmosphere of consuming, to promote the taste and display the class, to highlight individual personality and style, the cultural symbols and the image symbols have been taken involved. Even their supposedly participation has led to the so-called cultural acclimatized aesthetics of the article’s sub-culture. In the continually purchasing process people complete the individual experience or practice of these visible or invisible commodities and services ,the core of which is some concept, and which represents as some sort of symbol(such as brand, trademark, behavior style etc.). The advertising text of the new era has several factors in some section which could be seriously criticized as the fetishism, but the infusing of the more attractive cultural concept such as humanism and environmentalism has enriched the advertisements’meaning. The advertisements themselves have been more intensely interesting. People’s purchasing practise dose not reflect the self-desire of the merchandise or service only, but also represent their approval or disapproval of some kind of culture. The purchase behavior becomes the culture practice behavior .Recently the main consuming trend is the consuming of meaning which is can be called the meaning consuming, these meanings construct the concept of the popular culture. While we are in the procedure of desiring towards the brand-new time,the meaning of the advertising text becomes more distinguishing. It’s inevitable that the young would be the bridge of the culture. They have the time, the space, the skills, the environment to express their thoughts. They are easy and deeply infected by the consuming culture. In advertising text, the infusion of the concept and the meaning has multiple cultural values. Many cultural models and concepts can be derived from it, which show the vitality of the sub-culture and flowing of the global culture, create various kinds of life-style, even construct the huge aesthetics domain, make the common life unusual. There is a distinguishing feature of the advertising text in the new era: Advertisements leave out the information such as the attribute of the commodity, infuse something brand new in the constructive space, create the relation with the commodity especially the brand, so as to construct or reconstruct the commodity’s image, and the content infused always would be connected to the popular consuming culture. As the cultural concept has been infused, the behavior that the audience receives the information itself becomes the procedure of estimating and experiencing the concept. Advertisement arouses target audience to purchase or consume, meanwhile to perform or operate the acceptance of concept or meaning. The communication value of the cultural concept which the advertising text carries or supports has far transcended the ability to inform, it can already infect people’s value view, become the fashion, it is so widely known that we cannot escape from its governing domain. The value’s expanding of advertising in contemporary life needs the advertising people to make more efforts to communicatemore kindly—after all not the whole value existence need to be re-estimated. 2.Exclusion and participation—reflection of advertising culture in the progress of globalization Globalization is actual a fact in life which we must admit. Globalization dissemination has caused positive effect as well as negative effect, and the positive effect has been badly needed by the region which is not so developed, negative effect is the cause of strike of the by-product, how to deal with such a situation is extremely urgent for the undeveloped countries. No matter globalization appears as internationalism in the procedure of producing or circulating, or as the construction of the global cultural market, the dissemination of the cultural concept, the spreed of the consumerism, it is the huge affect of western culture to the eastern. The developing countries cannot exclude or devoid to participate in international social life if they want to enlarge their power of economics. After analyze the progress of globalization, let us emphasize on advertising to inspect more, in advertising, the selling custom may be considered to vulgarize the culture, but it truly becomes one kind of defection of colonization unobtrusively and imperceptibly. It is not excessive to state this, since there is a complete unbalance between globalization and regionalization. Although exclusion is one kind of strategy. But exclusion is not good for the self-growth. The culturalconservatives try to breathe in the vacuum, but they surely would be smothered. When face the fiercely coming of the globalization storm, the best solution is to participate in it and to sift. However at least the cultural conservatives have alarmed the advertising operators. Since it is not acute enough to cause them deaf, but they have carried out many problems that should be reflected more, such as the subsequent colonization: the colonial culture is aggressive, and the culture needs to develop multiply and balanced. The extroversion of culture while absorbing should be restrained,and we need to suspect the economic culture from the abroad first, try to preserve the national dignity, unearth the local elements, enhance our Chinese culture, or we would be controlled by other in cultural authority, lose our rational reaction ability and become the echo bug of the west in cultural chain. Chinese advertising is the window of economic culture, which is very important to acknowledge. As to how to deal with the situation present, I’ve several ideas below: Firstly, today, the tide of globalization is very severe, advertising dissemination must participate in this procedure actively. Learn to choose in this participation, do not completely imitate or copy awkwardly. Secondly, cherish the national and local cultural resources which should be utilized rationally, construct the distinguishing style of Chinese advertising actually.更多还原