本文關(guān)鍵詞： “健康”話語 話語變遷 話語生產(chǎn) 廣告話語 當(dāng)代廣告　出處：《華東師范大學(xué)》2016年博士論文　論文類型：學(xué)位論文

【摘要】：1979年中國廣告恢復(fù)發(fā)展以來,社會、經(jīng)濟(jì)、文化和觀念等發(fā)生了很大的變化。廣告作為一種話語重新出現(xiàn),在社會結(jié)構(gòu)的轉(zhuǎn)換中起到了重要作用。中國當(dāng)代廣告“健康”話語隨著廣告的恢復(fù)而逐漸復(fù)興,并在不同時期呈現(xiàn)了不一樣的面貌。這一論文基于對1979-2014年間多種媒體和資料上的廣告作品的考察,運(yùn)用定性研究方法,從文化研究的視角,探討了中國當(dāng)代廣告“健康”話語變遷的軌跡、特征、權(quán)力關(guān)系和建構(gòu)作用等問題。中國當(dāng)代廣告“健康”話語有其變化發(fā)展的過程,它并不是一成不變的,在不同的社會文化背景下,出現(xiàn)的是不盡相同的主導(dǎo)“健康”話語。20世紀(jì)80年代初,是一個“產(chǎn)品英雄”的時代,國家話語主導(dǎo)了當(dāng)時的廣告。隨著社會經(jīng)濟(jì)的發(fā)展,“沒病就是健康”的樸素“健康”話語,逐步轉(zhuǎn)向商品化的“健康”話語。在市場經(jīng)濟(jì)的發(fā)展下,“健康”品牌形象被精心打造,“健康”話語進(jìn)入了一個百花齊放的、夸張喧囂的時代。在消費(fèi)主義的影響下,“健康”呈現(xiàn)出時尚化、美學(xué)化等話語特征。但過度的市場化,導(dǎo)致了健康消費(fèi)出現(xiàn)許多亂象,在政府監(jiān)管下,“健康”話語走向規(guī)范化。在21世紀(jì)現(xiàn)代風(fēng)險社會,“健康”的風(fēng)險話語得以逐步形成。中國當(dāng)代廣告“健康”話語的變遷并非一條直線,不是簡單的取代關(guān)系,而是呈現(xiàn)疊加、融合、競爭、衰微等多種復(fù)雜形態(tài)。在廣告中,一個時期的“健康”話語有主導(dǎo)的形式和內(nèi)容,但并不是之前的就完全消失,而是會變化形態(tài)繼續(xù)存在,共同構(gòu)成當(dāng)時“健康”話語的豐富內(nèi)涵。中國當(dāng)代廣告“健康”話語的變遷是一個漸變的過程,它不是由一個特定的事件所決定的,也不是在一個時間點(diǎn)出現(xiàn)跳躍式的變遷,而是在一段時間內(nèi),受多個“廣告事件”或多重社會因素的影響,逐漸地顯露出具有鮮明特點(diǎn)的話語特性。中國當(dāng)代廣告“健康”話語是在政治、經(jīng)濟(jì)、媒體、文化、風(fēng)險社會等多種權(quán)力關(guān)系的共同作用下生產(chǎn)和變遷的。中國當(dāng)代廣告“健康”話語塑造了不同時期“健康人”的消費(fèi)觀念和消費(fèi)意識。中國當(dāng)代廣告“健康”話語總體上以一種不斷擴(kuò)張的態(tài)勢在變遷。隨著網(wǎng)絡(luò)社會個體話語權(quán)的不斷上升,“健康”在各個廣告、各個領(lǐng)域的不斷泛化,健康風(fēng)險威脅的加劇下健康意識的自覺,在一定程度上消解了廣告構(gòu)建的“健康”話語。
[Abstract]:In 1979 China advertising recovery and development since the society, economy, great changes have taken place in the culture and concept. As a kind of advertising discourse re emerged in the transformation of social structure played an important role. China contemporary advertising "healthy" discourse gradually revived as the advertising recovery, and presents a different look in in different periods of time. This thesis studies on 1979-2014 from a variety of media and information on the advertising works based on the use of qualitative research methods, from the perspective of cultural studies, discusses the China contemporary advertising "healthy" discourse change track, characteristics, power relations and other issues. Chinese construction process of contemporary advertising "healthy" discourse the change and development, and it is not immutable and frozen, in different social and cultural background, there is a dominant "different health discourse".20 century at the beginning of 80s, is a "Hero" of the era, the national discourse dominated the advertisement. With the development of social economy, "is not ill health" naive "healthy" discourse, gradually turned to the commercialization of the "health" of discourse. In the development of market economy, the "health" brand image meticulously, "health" words entered a tumultuous times All flowers bloom together., exaggerated. Under the influence of consumerism, showing a "healthy" fashion, aesthetic and discourse features. But over the market, leading to a health consumer appeared a lot of chaos, under government supervision, "healthy" discourse toward standardization. In twenty-first Century the modern risk society, "health risk discourse" will be gradually formed. China contemporary advertising discourse "health" change is not a straight line, not simply replace, but showing the superposition, integration, competition, decline and other complex Form. In the ad, a period of "health" is the dominant discourse form and content, but not before it disappeared completely, but will change form to continue to exist, constitute a rich connotation that "healthy" discourse. China contemporary advertising "healthy" discourse change is a gradual process it is not, by a particular event's decision is not at a point in time leap changes, but in a period of time, affected by multiple "advertising events" or multiple social factors, gradually reveal the characteristics of discourse with distinctive features. Chinese contemporary advertising "health" words are in the political, economic, cultural, media, and other social risk power relations under the joint action of production and change. China contemporary advertising "healthy" discourse created in different periods of "healthy people" concept of consumption and consumer awareness China. Contemporary advertising "healthy" discourse in general a growing trend in the network society. With the changes of individual voice rising, "health" in various fields of advertising, continuous generalization, health risk under the threat of increased health consciousness, to a certain extent dispelled the construction of the "advertisement health discourse.

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：F713.8
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本文編號：1460414