消费社会里的广告传播新逻辑

我国社会逐渐进入商品过剩的市场经济时代,日益显露消费社会的文化症候,消费者心理,逐渐出现由遵从商品拜物教到膜拜广告能指符号的拜物教的转向,广告传播的逻辑出现了新动态。当前消费社会广告传播新逻辑主要具有三大特征：以推销身份和欲望为广告传播动力的逻辑;以制造虚幻的类像为广告传播符号的生产逻辑;以生产能指符号为广告传播编码的逻辑。

New Logic of the Communication of Advertisement in the Consumer Society

With the coming of the market economy era,the culture symptoms of consumer society have increasingly emerged.The consumers' psychology has been transformed from commodity fetishism to the fetishism of prostrating advertisement signifier symbol,and there is a new trend in the logic of advertisement communication.There are three features about the new logic of advertisement communication in the consumer society,in which the logic of advertisement communication motive force is to sell identity and desire,the l...