中国青年消费文化对新世纪广告传播的影响与建构

发布时间：2018-04-25 05:11

本文选题：消费文化 + 大众文化　；参考：《吉林大学》2009年硕士论文

【摘要】： 中国青年消费文化伴随着中国消费社会的形成而出现的,主要由城市青年文化圈策源,由都市青年主导,与整个社会经济和文化息息相关。都市青年能够最先感受到社会的变革,并且最迅速的表达出来。改革开放为中国进入消费社会和青年消费文化形成提供了宽泛的经济环境和文化环境。国外商品伴随着成熟的品牌运作和外来文化涌入中国市场,使中国消费者看到了前所未闻的消费景观和文化景观,人们的衣食住行、文化娱乐都必须经由消费来实现。大众整体消费意识的增强意味着急需提供消费的意义模板促使广告由单纯的介绍型、产品展示型占主流转向蕴含文化于其中的广告为主流,尤其是那些提供意义模板的广告,它拼缀而成消费社会的“存在感”。青年人是这些新鲜符号的崇拜者和追逐者,并显示出强大的市场购买潜力。广告最先看到了青年文化的商业价值,吸收借用不同深度、不同类型,提供不同感受的青年文化,青年文化成为广告设计、广告创意和广告传播元素出现在大众面前。青年文化借由大众传媒传播力量逐渐拥有了社会影响力和文化权力,一些积极的青年文化不仅仅是广告创作的文化资源,也被纳入主流文化中,登上大雅之堂,使社会出现多元文化共存的包容态势。青年消费文化是时代变革的最显著的表达。消费社会使青年文化力量逐渐突显,青年文化为广告和传统文化传递着时代讯息。青年文化借由广告传播渗透到消费文化和主流文化中,被大众所认识,扩大了文化影响力。三者在彼此身上找到了可以借鉴的元素,互相推动,不断以新鲜的面孔承载时代意义,展现出前所未有的经济和文化活力。
[Abstract]:With the formation of Chinese consumer society, Chinese youth consumption culture is mainly derived from the urban youth cultural circle and dominated by urban youth, which is closely related to the whole social economy and culture. Urban youth are the first to feel social change and express it most quickly. The reform and opening up provides a broad economic and cultural environment for China to enter the consumer society and the formation of youth consumption culture. With the mature brand operation and the influx of foreign culture into the Chinese market, Chinese consumers have seen unprecedented consumption landscape and cultural landscape, people's clothing, food, shelter, cultural entertainment must be realized through consumption. The enhancement of the whole consumption consciousness of the public means that it is urgent to provide the meaning template of consumption, which causes the advertisement to change from the pure introduction type, the product display type takes the mainstream to the advertisement contained in the culture, especially those which provide the meaning template. It becomes the "sense of existence" of the consumer society. Young people are admirers and chasers of these fresh symbols and show strong market buying potential. Advertising first saw the commercial value of youth culture, absorbed different depth, different types, and provided different feelings of youth culture, youth culture became advertising design, advertising creative and advertising elements appeared in front of the public. Through the power of mass media, youth culture has gradually possessed social influence and cultural power. Some positive youth culture is not only a cultural resource of advertisement creation, but also brought into the mainstream culture and ascended to the hall of great elegance. Make the society appear multiculturalism coexistence of tolerance situation. Youth consumption culture is the most significant expression of the change of the times. The consumption society makes the youth cultural power prominent gradually, the youth culture conveys the time message for the advertisement and the traditional culture. Youth culture permeates into consumer culture and mainstream culture by advertising, and has been recognized by the public and expanded its cultural influence. The three have found elements in each other that can be used for reference, pushing each other forward, carrying the significance of the times with fresh faces and showing unprecedented economic and cultural vitality.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：C913.5;G122

【参考文献】