浅探汽车文化

发布时间：2018-08-13 12:03

【摘要】： 汽车是人类社会近100多年来最重要的发明和支柱产业之一。作为“改变世界的机器”,它的消费和使用已经深入到人类生活的方方面面;作为机器大工业生产的产物,它早已突破其技术层面的意义,渗透到了人类的文化与生活中。本文通过研究汽车技术的发展,用技术文化理论、大众文化理论、消费社会理论等相关理论知识,围绕人的个性与竞争本能在汽车技术发展中所起到的重要作用,探讨汽车的产生与发展给人类生活方式带来的影响,总结了各个汽车品牌特有的技术设计背后所蕴含的原则,探讨了作为成功汽车品牌所需具备的人文精神。对汽车消费文化的解读则是以汽车广告作为文本,分析汽车广告中常见的游艇、高尔夫、动物、动漫等符号元素,揭示了汽车广告迎合消费者对享乐、时尚的渴望,体现了他们在汽车消费文化中的多元意义,并对汽车广告中的“性”诉求和适合汽车广告的传播方式作了解读和探讨。
[Abstract]:Automobile is one of the most important inventions and pillar industries in human society for more than 100 years. As a "machine to change the world", its consumption and use have penetrated into all aspects of human life. As a product of large industrial production of machinery, it has already broken through its technical significance and penetrated into human culture and life. By studying the development of automobile technology, using the theories of technology culture, mass culture, consumer society and so on, this paper focuses on the important role of personality and competitive instinct in the development of automobile technology. This paper discusses the influence of automobile production and development on human life style, summarizes the principles behind the unique technical design of each automobile brand, and probes into the humanistic spirit needed to be a successful automobile brand. The interpretation of automobile consumption culture is based on the automobile advertisement as the text, analyzing the common symbol elements such as yacht, golf, animal, animation and so on in the automobile advertisement, which reveals that the automobile advertisement caters to the consumer's desire for pleasure and fashion. It reflects their multiple meanings in the automobile consumption culture, and interprets and discusses the appeal of "sex" in the automobile advertisement and the mode of communication suitable for the automobile advertisement.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F416.471

【相似文献】