| 从抽象的意义到具象的符号——论广告编码的意识形态化 |
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| 引用本文： | 程宇宁. 从抽象的意义到具象的符号——论广告编码的意识形态化[J]. 广告大观, 2009, 0(4): 72-75 |
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| 作者姓名： | 程宇宁 |
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| 作者单位： | [1]重庆工商大学商务策划学院 [2]中国广告协会学术委员会 |
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| 摘 要： | 随着消费社会的形成，消费者对商品的需求由物质属性向精神属性转变，商品本身的功能性使用价值逐渐由商品的社会性象征意义所取代。为适应或推动这种消费理念的转变，广告在创意编码的过程中，扮演着为商品填充意识形态领域里各项元素的角色．这些元素以大众文化和流行时尚为主，广告商力图对这些文化内涵、价值理念和伦理道德予以个性化的诠释并通过具象的视觉符号向目标受众传播以期得到他们的认可，从而达成最终的商品销售目的。
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| 关 键 词： | 商品 消费者 广告 意识 符号 |
Abstract on figurative meaning of the symbols:Ideological code of advertising |
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| Cheng Yuning. Abstract on figurative meaning of the symbols:Ideological code of advertising[J]. Advertisinc Panorama, 2009, 0(4): 72-75 |
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| Authors: | Cheng Yuning |
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| Affiliation: | Cheng Yuning |
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| Abstract: | With the formation of consumer society,consumer demand for goods by the material properties of the spirit of the properties to change the functionality of the product itself gradually from the value of social goods replaced symbolic significance.In order to meet or to facilitate such changes in consumption concept,advertising in the creative process of encoding,consciously or unconsciously,plays for the goods to fill the field of ideology,the role of the elements. These elements in popular culture and fashi... |
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| Keywords: | Merchandise Consumer Adyertisement Consciousness Mark |
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