摘要
随着中国广告产业的蓬勃发展,对于广告的文化批评也日益丰富。由于目前我国尚缺乏完善的广告批评体系,因此这些批评通常套用国外的现成理论体系,先入为主地将中国广告置于"消费"、"欲望"等语境下进行批评。这些批评,言说着广告对意识形态的控制、广告导致了消费主义、广告充满了对女性的歧视……文化批评者毫不犹豫地对广告抡起了大棒,一声"棒喝"到底是为了"敲醒"还是为了"打倒",诸多学者站在不同的立场对广告进行批判,其目的性似乎不言自明。学者对中国现时广告的思考和批评实践值得赞赏,但如果脱离广告这一以实现经济价值为目的的经济学范畴,则略显武断和偏执。
With the vigorous development of China’ s advertising industry, advertising cultural criticism is also increas-ingly rich. As our country still lacks a perfect system of advertising criticism at present, this criticism usually uses the abroad ready-made theory systems. Preconceived, these criticisms put China’ s advertising in the context of “consump-tion” and “desire” for criticism which includes advertising on the ideological control, advertising led to consumerism, and advertising laden with discrimination against women…. Cultural critics strike a big stick without hesitation against advertising. Whether this strike is for “waking up” or “overthrow,” many scholars criticize advertising from different positions, with the purpose seeming to be self-evident. The thinking and criticism practice on China’ s current advertising is laudable, but will be somewhat arbitrary and paranoid if separated from advertising, the economics category for the realization of economic value.
出处
《湖北第二师范学院学报》
2014年第11期129-133,共5页
Journal of Hubei University of Education
关键词
广告批评
文化
消费主义
女性形象
advertisement criticism
culture
consumerism
female image
