形象、符號與認同——廣告的審美文化研究.pdf

1、南京師范大學(xué)碩士學(xué)位論文形象、符號與認同——廣告的審美文化研究姓名：姚惠申請學(xué)位級別：碩士專業(yè)：文藝學(xué)指導(dǎo)教師：駱冬青2003.5.1AbstractMaturedevelopmentofmarkett院onomywiththehetpofscienceandtechnologyleadsthemodernsocietyintoaconsumingsocietyinwhichadvertisementbecomesaneWaesthet

2、ictargetThisthesis’stimulatedbysuchasocialbackground，pointsoutthatbelongingandidentification簌陀thepsychologicalbasisofadvertisementaestheticalcultureinmodernsocietyAdvertisementhasbecomeournewidentificationtargetduetoi摶di

3、rectconnectionwiththeobjects；yetadvertisementisnotapureobjectwhichisbetweenthematterandthespidt，F(xiàn)ormostofus，whoseekspiritualbelongingandidentification々foralongrun，yetresultinvainanditaredemonstratedbyModem量菇ii94htenmentM

4、ovementandRebellionMovementisanewbelongingandidentificationtargetSimilarlybecauseitisnotapureobject，advertisementisalsothetargetofbelongandidentificationformodempeopleunderthemate6alpressureAdvertisement，duetoitssemiotic

5、significance，findsitselfthetargetofbelongingandidentificationformodernpeo#ewhich運theresultofmassmediaandadvertiserscooperatingTheadvertisement—makingpersonneleditthosecomplyingwiththemainstreamideologyi￥建瓣爨ofadvertisersa

6、ndintemaldemandsfromtheconsumersintotheadvertisementsbyencoding，andtheyexpressthatvividlythroughtheadvertiserment；mageswhich，eonsequentlyobecomethecarrierofcertainsignificanceBycirculationandconsumption，mostconsumerscons

7、umenotonlytheobject’Svalueanditspraetica|functionbutalsothesignificanceattached毫otheobjectTheprocedurethatthemasspurchasethecommoditiesisbothaprocessofconsumingmaterialsandofconsumingcuRureinwhichthemassatene姑rpassive論re

8、ceive，instead，theydecodetheadvertisementworksandrealobjectsinvariouswaysaccordingtotheirneedsSO鑫stofindactiveelementstoserveforthemassculture，赫theendthethesiscommentsontheinfiuencethatadvertisementaestheticsimposedOnthem