当代中国社会的广告与消费异化

发布时间：2018-11-25 18:14

【摘要】：当代中国社会正在由传统社会向现代社会转型,尤其是改革开放之后的三十多年中国社会处于急剧变革的过程中,出现了经济、政治、社会、文化发展不平衡,地区发展不平衡,价值失范等诸多问题。而伴随着市场经济体制的确立,中国经济的迅速崛起,中国的发达地区已迅速从物质匮乏的社会变成了物质极大丰富的社会,国民的消费能力显著增强,加之在全球化背景下,西方发达国家消费主义价值观的渗透,中国社会消费异化现象日益凸显出来。而伴随着社会主义市场经济的发展而繁荣的广告产业对国民的消费价值观的重塑产生很大的影响,对人们的消费起着越来越重要的作用。优秀的广告能够正确的指导消费者进行消费决策,丰富人们的精神生活,提升人们的文化素养。相反,异化的广告则颠倒了消费与交换的关系,一切以赚取金钱为目的,丧失了广告本应具有的真实的信息传递功能,甚至丧失了道德底线。具体表现为异化广告为消费者传递虚假不实的信息,传递“消费主义”、“享乐主义”等价值观念,贬低了消费者的消费审美观,最终助长了消费异化现象的蔓延与发展。消费是一切经济活动的终点,同时又可以成为新的经济活动的起点。它构成了人的一种生活方式,并涉及到了人生活的方方面面。科学适度的消费模式必定会促进国家经济的良性循环,并有助于社会的和谐健康发展。广告作为社会主义市场经济的重要组成部分对我国国民的消费起着至关重要的作用。因此,开展当代中国社会转型期广告与消费异化问题的研究,提出通过完善广告的监管机制扬弃异化广告的几点策略,对于帮助消费者树立正确的消费价值观,引导消费者辨别异化广告,在一定程度上遏制消费异化现象的蔓延与发展起到重要的作用。
[Abstract]:The contemporary Chinese society is transforming from the traditional society to the modern society, especially after the reform and opening up, more than 30 years after the Chinese society is in the process of rapid change, there has been an imbalance in economic, political, social and cultural development. The area development is unbalanced, the value is out of order and so on many questions. With the establishment of market economy system and the rapid rise of China's economy, the developed regions of China have rapidly changed from a society of material scarcity to a society of great material abundance, and the consumption power of the people has increased significantly, in addition to the background of globalization. With the penetration of consumerism values in western developed countries, the phenomenon of social consumption alienation in China has become increasingly prominent. With the development of the socialist market economy, the advertising industry has a great impact on the reconstruction of the consumption values of the people, and plays an increasingly important role in people's consumption. Excellent advertising can correctly guide consumers to make consumer decisions, enrich people's spiritual life and improve people's cultural literacy. On the contrary, the dissimilated advertisement reverses the relationship between consumption and exchange, with the aim of earning money, it loses the real function of information transmission that the advertisement should have, and even loses the bottom line of morality. The concrete manifestation is that the dissimilated advertisement conveys false and false information to the consumer, conveys the values of "consumerism" and "hedonism", belittles the consumer's consumption aesthetics, and finally fosters the spread and development of the phenomenon of consumption alienation. Consumption is the end of all economic activities, but also the starting point of new economic activities. It constitutes a way of life and involves all aspects of human life. Scientific and moderate consumption pattern will certainly promote the virtuous circle of national economy and contribute to the harmonious and healthy development of society. Advertising, as an important part of socialist market economy, plays a vital role in the consumption of Chinese people. Therefore, to carry out the research on advertising and consumption alienation in the period of social transformation in contemporary China, and to put forward some strategies to help consumers set up correct consumption values through perfecting the supervision mechanism of advertising. It plays an important role in guiding consumers to distinguish alienation advertisements and to curb the spread and development of the phenomenon of consumption alienation to a certain extent.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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