摘要
在全球一体的消费主义文化形成中,广告发挥了重要作用,全球性消费主义形成的广告机制包括去传统、展现新生活方式和新价值观、组织性地再现生活体验。全球消费主义文化的影响不仅体现在我们日常生活的物质消费品上,而且还表现在更为深层的思想观念、价值取向和意识形态上。传统人格的广告化、民族精神的商业化、私人领地的公共化就是这种影响的表征。
Advertising has played an important role in the formation of worldwide consumerism culture. The advertising mechanism on the basis of worldwide consumerism includes detraditionlization, the expression of new life styles and values, and the organizational reproduction of life experience. The influences of worldwide consumerism culture are not only reflected in physical consumer goods in our daily life, but also in deeper mental thoughts, values and ideologies. The advertisation of traditional personality, the commercialization of national spirits and the communization of private fields are the representation of the influences of worldwide consumerism culture.
出处
《上海财经大学学报（哲学社会科学版）》
CSSCI
北大核心
2010年第6期18-25,共8页
Journal of Shanghai University of Finance and Economics
基金
2010年教育部人文社会科学规划基金项目"隐性的权力:广告政治经济学批判研究"
关键词
全球化
消费主义
国际广告
globalization
consumerism
international advertising
