本文選題：廣告文化 + 網(wǎng)絡(luò)廣告�。� 參考：《湖南大學(xué)》2005年碩士論文

【摘要】：廣告雖然是大眾文化中最集中、最全面地反映現(xiàn)代生活方式的一種文化形態(tài),但它并沒(méi)有完整地、真正地反映時(shí)代癥候。本文通過(guò)認(rèn)識(shí)廣告、社會(huì)與人三者之間的關(guān)系,來(lái)讓人們能夠更全面更深層地了解廣告文化,從而為創(chuàng)造一個(gè)可以良性循環(huán)的廣告文化生態(tài)提供基礎(chǔ)。 論文首先以消費(fèi)社會(huì)為著眼點(diǎn)進(jìn)行分析,指出消費(fèi)社會(huì)最本質(zhì)的特征是資產(chǎn)階級(jí)以最大限度攫取財(cái)富為目的,主動(dòng)為大眾制造社會(huì)需要。其次,對(duì)廣告文化的內(nèi)涵、結(jié)構(gòu)層次和性質(zhì)進(jìn)行了歸納,分析了廣告活動(dòng)的主體和客體在廣告文化的運(yùn)動(dòng)中各自的矛盾表現(xiàn),這些矛盾表現(xiàn)是消費(fèi)社會(huì)背景下和市場(chǎng)經(jīng)濟(jì)體制下的經(jīng)濟(jì)、文化、社會(huì)交往及公眾生活等領(lǐng)域運(yùn)作過(guò)程的反映。再次,對(duì)消費(fèi)社會(huì)中的廣告文化進(jìn)行了反思,論述了廣告的生存機(jī)制、反人類(lèi)性以及廣告文化的權(quán)力關(guān)系和主體性,從而探討了消費(fèi)社會(huì)對(duì)廣告文化所產(chǎn)生的影響,并用案例分析廣告文化對(duì)廣告創(chuàng)作者的影響。通過(guò)對(duì)這些問(wèn)題的探討,我們對(duì)廣告文本,對(duì)廣告與社會(huì)、廣告與人之間的關(guān)系將會(huì)有更深的認(rèn)識(shí)。并且能夠強(qiáng)化人們的反思品性,有助于廣告文化的健康發(fā)展。最后,引用權(quán)威報(bào)告的數(shù)據(jù)來(lái)分析網(wǎng)絡(luò)廣告的發(fā)展現(xiàn)狀及發(fā)展趨勢(shì),提出網(wǎng)絡(luò)廣告受眾不僅僅是消費(fèi)者,更是重要的媒體介質(zhì)這一觀點(diǎn),將網(wǎng)絡(luò)廣告重新定位為是一種超媒體廣告。在此基礎(chǔ)上,提出網(wǎng)絡(luò)廣告的發(fā)展思路。并以網(wǎng)站設(shè)計(jì)為實(shí)例,分析企業(yè)應(yīng)如何更好地利用網(wǎng)絡(luò)媒體來(lái)傳播信息及提升企業(yè)形象。 以上是對(duì)消費(fèi)社會(huì)背景下的廣告文化的初步探討,以期為后續(xù)的更為深入的研究做出總體方向的參考。
[Abstract]:Although advertising is the most centralized and most comprehensive reflection of the modern way of life in popular culture, it does not fully reflect the symptoms of the times. Through the understanding of the relationship between advertising, society and people, this paper makes people understand advertising culture more comprehensively and deeper, thus providing a foundation for creating a healthy circle of advertising culture ecology. Firstly, this paper analyzes the consumer society, and points out that the most essential feature of the consumer society is that the bourgeoisie, aiming at seizing wealth to the maximum extent, takes the initiative to create social needs for the masses. Secondly, the connotation, structure and nature of advertising culture are summarized, and the contradictory performances of the subject and object of advertising activity in the movement of advertising culture are analyzed. These contradictions are the reflection of the economic, cultural, social communication and public life in the context of consumer society and market economy. Thirdly, it reflects on the advertising culture in the consumer society, discusses the survival mechanism of advertising, anti-human nature and the power relationship and subjectivity of advertising culture, so as to explore the impact of consumer society on advertising culture. The influence of advertising culture on advertising creators is analyzed by case study. Through the discussion of these problems, we will have a deeper understanding of advertising text, advertising and society, advertising and the relationship between people. And can strengthen people's reflective character, contribute to the healthy development of advertising culture. Finally, citing the data from the authoritative report to analyze the current situation and development trend of online advertising, it is pointed out that the audience of online advertising is not only consumers, but also an important media medium. Reposition the network advertisement as a kind of hypermedia advertisement. On this basis, put forward the development of network advertising ideas. Taking website design as an example, this paper analyzes how enterprises should make better use of network media to spread information and enhance corporate image. The above is a preliminary discussion of advertising culture in the context of consumer society, in order to make a general reference for further research.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類(lèi)號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 楊朕宇;《新聞報(bào)》廣告與近代上海休閑生活的建構(gòu)（1927-1937）[D];復(fù)旦大學(xué);2009年

相關(guān)碩士學(xué)位論文 前4條

1 陳哲;論廣告符號(hào)化時(shí)代下中國(guó)兒童的廣告素養(yǎng)教育[D];吉林大學(xué);2009年

2 楊莎莎;儀式理論視角下的廣告文化探究[D];湖南師范大學(xué);2010年

3 張弘韜;消費(fèi)社會(huì)背景下的房地產(chǎn)廣告研究[D];湖南師范大學(xué);2010年

4 魏萌;“仁愛(ài)孝悌”文化在影視廣告中的應(yīng)用研究[D];西南交通大學(xué);2013年

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本文編號(hào)：1981856