"送礼"广告的文化意义解读

“送礼”广告借助于传统中送礼的文化资源,在传媒这种权力话语的推动下,通过预设强势话语结构,利用其中蕴含的礼仪、情感和互动的人际关系等文化意义,对大众进行推销、诱惑甚至进行逻辑、情感挤压,从而达到其商业目的。而对文化资源的借用及其影响和具有影响和塑造大众文化身份的传媒的社会责任,都值得审视和反思。

A Brief Analysis of the Cultural Meaning of Gift-offering Advertisement

Gift-offering advertisements have the aid of cultural resources of gift-offering in tradition,and the powerful discource of mass media push forward.Through powerful word-structure,they have promoted sales and tempted consumers,whatever,press logic and feeling to realize the aim of business with cultural meaning of ceremony and properties feeling and interaction interpersonal relationships.With aid of cultural resources and influence and social responsibilitties of media which can affect and create mass cultural identity,gift-offering advertisements are worthy of deep thought and great insight.