摘要
本文着重分析奢侈品广告符号构成的两级系统,指出奢侈品消费及奢侈品广告所宣扬的重点不在炫耀性消费而在炫耀性休闲。这与社会身份新的诉求相对应,也与文化资本及新的文化区隔有关。本文进而提出符号传播与目标受众符号需要之间的同构关系,指出符号的语境、共有符号及视觉符号的形象性一同构成了奢侈品广告的说服机制。
This paper attempts to probe into the binary system of symbols. The author maintains that the emphasis on luxury spending and luxury-oriented ads lies in conspicuous leisure instead of conspicuous consumption, all of which corresponds to new appeals to social status, and is related to cultural capital and cultural division as well. The author concludes that the context of symbol, concurrent symbol and the imagery of visual symbol may work together to promote the persuasive technique.
出处
《浙江工业大学学报（社会科学版）》
2007年第2期232-236,共5页
Journal of Zhejiang University of Technology：Social Sciences
关键词
奢侈品广告
符号
传播
炫耀性休闲
luxury advertising
symbol
communication
conspicuous leisure
