消费社会背景下的广告文化研究

发布时间：2018-06-05 11:37

本文选题：广告文化 + 网络广告　；参考：《湖南大学》2005年硕士论文

【摘要】：广告虽然是大众文化中最集中、最全面地反映现代生活方式的一种文化形态,但它并没有完整地、真正地反映时代症候。本文通过认识广告、社会与人三者之间的关系,来让人们能够更全面更深层地了解广告文化,从而为创造一个可以良性循环的广告文化生态提供基础。论文首先以消费社会为着眼点进行分析,指出消费社会最本质的特征是资产阶级以最大限度攫取财富为目的,主动为大众制造社会需要。其次,对广告文化的内涵、结构层次和性质进行了归纳,分析了广告活动的主体和客体在广告文化的运动中各自的矛盾表现,这些矛盾表现是消费社会背景下和市场经济体制下的经济、文化、社会交往及公众生活等领域运作过程的反映。再次,对消费社会中的广告文化进行了反思,论述了广告的生存机制、反人类性以及广告文化的权力关系和主体性,从而探讨了消费社会对广告文化所产生的影响,并用案例分析广告文化对广告创作者的影响。通过对这些问题的探讨,我们对广告文本,对广告与社会、广告与人之间的关系将会有更深的认识。并且能够强化人们的反思品性,有助于广告文化的健康发展。最后,引用权威报告的数据来分析网络广告的发展现状及发展趋势,提出网络广告受众不仅仅是消费者,更是重要的媒体介质这一观点,将网络广告重新定位为是一种超媒体广告。在此基础上,提出网络广告的发展思路。并以网站设计为实例,分析企业应如何更好地利用网络媒体来传播信息及提升企业形象。以上是对消费社会背景下的广告文化的初步探讨,以期为后续的更为深入的研究做出总体方向的参考。
[Abstract]:Although advertising is the most centralized and most comprehensive reflection of the modern way of life in popular culture, it does not fully reflect the symptoms of the times. Through the understanding of the relationship between advertising, society and people, this paper makes people understand advertising culture more comprehensively and deeper, thus providing a foundation for creating a healthy circle of advertising culture ecology. Firstly, this paper analyzes the consumer society, and points out that the most essential feature of the consumer society is that the bourgeoisie, aiming at seizing wealth to the maximum extent, takes the initiative to create social needs for the masses. Secondly, the connotation, structure and nature of advertising culture are summarized, and the contradictory performances of the subject and object of advertising activity in the movement of advertising culture are analyzed. These contradictions are the reflection of the economic, cultural, social communication and public life in the context of consumer society and market economy. Thirdly, it reflects on the advertising culture in the consumer society, discusses the survival mechanism of advertising, anti-human nature and the power relationship and subjectivity of advertising culture, so as to explore the impact of consumer society on advertising culture. The influence of advertising culture on advertising creators is analyzed by case study. Through the discussion of these problems, we will have a deeper understanding of advertising text, advertising and society, advertising and the relationship between people. And can strengthen people's reflective character, contribute to the healthy development of advertising culture. Finally, citing the data from the authoritative report to analyze the current situation and development trend of online advertising, it is pointed out that the audience of online advertising is not only consumers, but also an important media medium. Reposition the network advertisement as a kind of hypermedia advertisement. On this basis, put forward the development of network advertising ideas. Taking website design as an example, this paper analyzes how enterprises should make better use of network media to spread information and enhance corporate image. The above is a preliminary discussion of advertising culture in the context of consumer society, in order to make a general reference for further research.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：J524.3

【引证文献】