美国现代广告业的兴起与社会消费1885-1929

发布时间：2018-01-07 21:47

本文关键词：美国现代广告业的兴起与社会消费1885-1929　出处：《河南大学》2014年硕士论文　论文类型：学位论文

【摘要】：19世纪末至20世纪初是美国社会转型的重要时期，美国经济实现了质的飞越。以流水线和标准化生产为代表的生产方式为美国民众提供了丰富的商品，为大众生活水平的提高奠定了丰厚的物质基础；进步主义运动也在一定程度上纠正了社会发展过程中的弊端，为大众消费的出现提供了良好的社会大环境，与此相伴，，新的消费文化在美国社会逐渐兴起。新消费文化的出现，是美国社会转型的产物之一，深刻反映了美国民众在市场化的大潮中，生活方式和消费习惯的转变。在影响人们消费习惯的众多因素中，美国现代广告业的发展促进了这种文化的迅速传播。在美国乡村，现代广告业以其独特的吸引力影响着广大相对孤立的农民，创造了大批新消费者并悄然地改变着传统的乡村购买习惯。与面向乡村的广告相比，城市广告形式更加多样，不仅成为一道独特的风景，更像无声的“传道士”一样，悄悄的改变着城市人们的生活方式，重塑着这一人群的消费习惯。新消费文化作为一种大众消费文化，它的参与者主要包括城市中的新中产阶级、工人阶层，乡村中的农民以及小城镇居民。现代广告宣传的内容大多与普通大众的日常生活息息相关，与精英消费文化相比，这类消费活动具有理性特征。在广告和消费者互动的过程中，人们开始接受越来越多的新鲜事物，并在不知不觉中接受了与这种消费形式相对应的生活方式和价值观，而美国现代广告业也逐渐成长并走向成熟。
[Abstract]:At the end of nineteenth Century to early twentieth Century is an important period of social transformation in America, the American economy has achieved a qualitative leap. The pipeline and the standardization of production as the representative of the production mode provides a wealth of goods for the American people, which lay a solid foundation for the improvement of people's living level; the progressive movement also corrected the defects of the process of social development in a certain extent, provide a good social environment for mass consumption, along with this, the new consumer culture gradually rise in American society.
The emergence of new consumer culture, is one of the product of the social transformation, a profound reflection of the American people in the market tide, changing lifestyles and consumption habits. Many factors affect people's consumption habits in the United States, the development of modern advertising industry to promote the rapid spread of the culture of the country. In the United States, modern the advertising industry with its unique attraction affects the relative isolation of farmers, created a large number of new consumers are quietly changing the traditional rural purchasing habits. Compared with the rural city oriented advertising, advertising more diverse forms, not only become a unique landscape, more like the silent "preacher", quietly the city is changing people's way of life, this reshaping people's spending habits.
The new consumer culture as a mass consumer culture, it includes the main participants of the city in the new middle class, working class, peasants and small town residents. Modern advertising content with the most ordinary people's daily lives, compared with the elite culture of consumption, the consumption has rational characteristics in the process. Advertising and consumer interaction, more and more people began to accept new things, and accept the corresponding with the form of consumer lifestyles and values imperceptibly, and the modern advertising industry also gradually grow and mature.

【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;F171.2

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