中国当代广告“健康”话语变迁研究（1979-2014）

发布时间：2018-01-24 15:53

  本文关键词： “健康”话语 话语变迁 话语生产 广告话语 当代广告　出处：《华东师范大学》2016年博士论文　论文类型：学位论文

【摘要】：1979年中国广告恢复发展以来,社会、经济、文化和观念等发生了很大的变化。广告作为一种话语重新出现,在社会结构的转换中起到了重要作用。中国当代广告“健康”话语随着广告的恢复而逐渐复兴,并在不同时期呈现了不一样的面貌。这一论文基于对1979-2014年间多种媒体和资料上的广告作品的考察,运用定性研究方法,从文化研究的视角,探讨了中国当代广告“健康”话语变迁的轨迹、特征、权力关系和建构作用等问题。中国当代广告“健康”话语有其变化发展的过程,它并不是一成不变的,在不同的社会文化背景下,出现的是不尽相同的主导“健康”话语。20世纪80年代初,是一个“产品英雄”的时代,国家话语主导了当时的广告。随着社会经济的发展,“没病就是健康”的朴素“健康”话语,逐步转向商品化的“健康”话语。在市场经济的发展下,“健康”品牌形象被精心打造,“健康”话语进入了一个百花齐放的、夸张喧嚣的时代。在消费主义的影响下,“健康”呈现出时尚化、美学化等话语特征。但过度的市场化,导致了健康消费出现许多乱象,在政府监管下,“健康”话语走向规范化。在21世纪现代风险社会,“健康”的风险话语得以逐步形成。中国当代广告“健康”话语的变迁并非一条直线,不是简单的取代关系,而是呈现叠加、融合、竞争、衰微等多种复杂形态。在广告中,一个时期的“健康”话语有主导的形式和内容,但并不是之前的就完全消失,而是会变化形态继续存在,共同构成当时“健康”话语的丰富内涵。中国当代广告“健康”话语的变迁是一个渐变的过程,它不是由一个特定的事件所决定的,也不是在一个时间点出现跳跃式的变迁,而是在一段时间内,受多个“广告事件”或多重社会因素的影响,逐渐地显露出具有鲜明特点的话语特性。中国当代广告“健康”话语是在政治、经济、媒体、文化、风险社会等多种权力关系的共同作用下生产和变迁的。中国当代广告“健康”话语塑造了不同时期“健康人”的消费观念和消费意识。中国当代广告“健康”话语总体上以一种不断扩张的态势在变迁。随着网络社会个体话语权的不断上升,“健康”在各个广告、各个领域的不断泛化,健康风险威胁的加剧下健康意识的自觉,在一定程度上消解了广告构建的“健康”话语。
[Abstract]:In 1979 China advertising recovery and development since the society, economy, great changes have taken place in the culture and concept. As a kind of advertising discourse re emerged in the transformation of social structure played an important role. China contemporary advertising "healthy" discourse gradually revived as the advertising recovery, and presents a different look in in different periods of time. This thesis studies on 1979-2014 from a variety of media and information on the advertising works based on the use of qualitative research methods, from the perspective of cultural studies, discusses the China contemporary advertising "healthy" discourse change track, characteristics, power relations and other issues. Chinese construction process of contemporary advertising "healthy" discourse the change and development, and it is not immutable and frozen, in different social and cultural background, there is a dominant "different health discourse".20 century at the beginning of 80s, is a "Hero" of the era, the national discourse dominated the advertisement. With the development of social economy, "is not ill health" naive "healthy" discourse, gradually turned to the commercialization of the "health" of discourse. In the development of market economy, the "health" brand image meticulously, "health" words entered a tumultuous times All flowers bloom together., exaggerated. Under the influence of consumerism, showing a "healthy" fashion, aesthetic and discourse features. But over the market, leading to a health consumer appeared a lot of chaos, under government supervision, "healthy" discourse toward standardization. In twenty-first Century the modern risk society, "health risk discourse" will be gradually formed. China contemporary advertising discourse "health" change is not a straight line, not simply replace, but showing the superposition, integration, competition, decline and other complex Form. In the ad, a period of "health" is the dominant discourse form and content, but not before it disappeared completely, but will change form to continue to exist, constitute a rich connotation that "healthy" discourse. China contemporary advertising "healthy" discourse change is a gradual process it is not, by a particular event's decision is not at a point in time leap changes, but in a period of time, affected by multiple "advertising events" or multiple social factors, gradually reveal the characteristics of discourse with distinctive features. Chinese contemporary advertising "health" words are in the political, economic, cultural, media, and other social risk power relations under the joint action of production and change. China contemporary advertising "healthy" discourse created in different periods of "healthy people" concept of consumption and consumer awareness China. Contemporary advertising "healthy" discourse in general a growing trend in the network society. With the changes of individual voice rising, "health" in various fields of advertising, continuous generalization, health risk under the threat of increased health consciousness, to a certain extent dispelled the construction of the "advertisement health discourse.

【学位授予单位】：华东师范大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.8
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本文编号：1460414