| 消费社会下现代广告的话语模式 |
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| 引用本文： | 孙雅妮.消费社会下现代广告的话语模式[J].太原大学学报,2012,13(2):73-74,77. |
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| 作者姓名： | 孙雅妮 |
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| 作者单位： | 太原大学应用艺术系,山西太原,030032 |
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| 摘 要： | 在特征渐趋明显的消费社会下，在势不可挡的“读图时代”下，现代广告已不可避免地染上了两者的颜色，具有了不同于以往的话语模式。纵向聚合的话语结构、能指与所指的武断建构，图像为主的表现形式，成为现代广告的主要特征。
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| 关 键 词： | 消费社会 现代广告 话语模式 视觉文化 |
Modern Advertisement Discourse Pattern in Consumptive Society |
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| SUN Ya-ni.Modern Advertisement Discourse Pattern in Consumptive Society[J].Journal of Taiyuan University,2012,13(2):73-74,77. |
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| Authors: | SUN Ya-ni |
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| Institution: | SUN Ya-ni(Applied Art Department,Taiyuan university,Taiyuan 030032,China) |
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| Abstract: | In a consumptive society with more and more obvious characteristics,and in the overwhelming "map reading age",modern advertisement has inevitably caught both colors of them,and has a different discourse mode.The discourse structure of vertical integration,the arbitrary construction of referring and signifying,and the expressive form with image at the first place have become the main characteristics of modern advertisement. |
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| Keywords: | consumptive society modern advertisement discourse structure visual culture |
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