解析美国汽车广告中的绿色神话

发布时间：2018-01-23 06:53

本文关键词： 神话意识形态汽车广告自然　出处：《广东外语外贸大学》2014年硕士论文　论文类型：学位论文

【摘要】：美国被形象地比喻为“车轮上的国家”，其社会高度依赖于汽车所带来的种种便利与发展机遇。20世纪以来，汽车早已深入美国人的日常工作与生活中。它不再只是一种交通工具，而是被赋予丰富的文化意涵，成为美国的“文化图标”。随着全球环境的不断激化，汽车所带来的污染也日益引起人们的关注。因此，大自然的清新意象便常常出现在汽车广告中，成为产品营销的突出元素。研究广告中汽车与自然的对接，，有助于了解广告是如何操纵和运用自然符号推动消费，从而进一步探讨自然环境在美国消费社会中的意义。本研究采用符号学的分析方法，特别是借助于罗兰巴特的神话理论来解读《美国国家地理杂志》中的汽车广告。为了更好地分析广告文本，该研究还采用内容分析法作为符号学研究方法的有益补充。遵循符号表意不同层次的观点，本研究从符号的外延意义至内涵意义来表明符号的运作，以此揭示汽车广告是如何再现自然与汽车的关系。分析显示，汽车广告通常将自然呈现为一个简单，美好而自由的理想化空间，而汽车则被描绘成进入这一理想化空间的最佳方式。同时，为了吸引不断增加的绿色消费者，广告也重新塑造车与自然和谐共存的“绿色神话”。在美国语境下，汽车广告中所再现的自然反映了长久以来美国人的田园理想。通过呈现自然与车的“绿色神话”，汽车广告成功将生态问题去政治化，与此同时,继续维持资本主义的生产与消费。
[Abstract]:The United States is figuratively likened to "the country on the wheel", and its society is highly dependent on the convenience and development opportunity brought by the automobile since the 20th century. The car has long been in the American daily work and life. It is no longer just a means of transportation, but is endowed with rich cultural implications, become the "cultural icon" of the United States. As the global environment continues to intensify. The pollution caused by the automobile also attracts people's attention day by day. Therefore, the fresh image of nature often appears in the automobile advertisement, and becomes the outstanding element of the product marketing. Study the connection between the automobile and the nature in the advertisement. It is helpful to understand how advertising manipulates and uses natural symbols to promote consumption, so as to further explore the significance of natural environment in American consumer society. This study adopts the semiotic analysis method, especially by the help of Roland Bart's mythology theory to interpret the automobile advertisement in National Geographic magazine, in order to analyze the advertisement text better. The study also uses the content analysis method as a useful supplement to the semiotics research methods. Following the different levels of symbolic meaning, this study shows the operation of symbols from the denotation to the connotative meaning. The analysis shows that automobile advertising usually presents nature as a simple, beautiful and free idealized space. Cars are portrayed as the best way to enter this ideal space, and to attract a growing number of green consumers, advertising has reinvented the "green myth" that cars coexist in harmony with nature. In the American context, the nature reappeared in the automobile advertisement reflects the American pastoral ideal for a long time. By presenting the "green myth" of nature and car, the automobile advertisement successfully depoliticized the ecological problem. At the same time, continue to maintain capitalist production and consumption.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.471;F713.8;F205

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