摘要
消费社会颠倒了以生产为中心的社会结构,将消费和消费行为置于主导地位上。人们对于商品的享用,只是部分地与其物质消费有关,关键的还是人们将其用作一种标签,通过商品的使用来划分社会关系。消费社会广告创意过程模式以意识形态为起点。六种创造符号的方法——内涵法、语境法、情绪法、反应法、搭配法、信息组织法,则为我们从符号学角度探讨消费社会下的广告创意过程模式提供了基本坐标。
Consumer society reverses the production-centered social structure, and consumption and consumer behavior will be placed on the dominant position. People＇s enjoying the goods partially relates to its material consumption, it hinges that people regard it as a tag, by means of using of the goods, we can divide social relations into various group. The advertising creativity process modle of consumer society opens from ideology. There are six methods to create symbols, such as the connotation, language situation method, the emotion action, the reaction method, collocation method and the information organization method , these all supply us the basic coordinates to discuss the model of advertising creative of consumer society from the point of semiotics.
出处
《太原大学学报》
2009年第3期63-67,共5页
Journal of Taiyuan University
关键词
消费社会
符号学
意识形态
广告创意过程模式
consumptive society
semiotics
ideology
advertising creativity process model
