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广告的直接作用是传达商品(业)信息,以向消费者推销商品。但是这个活动并不是孤立的,而是在一定的社会文化背景中进行的。因此,我们可以说广告同时又是一种文化活动,具有一定的文化意义。我们可以断定,今天的广告正在承载着越来越多的文化意义。那么,广告到底承载着怎样的文化意义?我们可以发现广告中的文化意义至少可以有三个层次:一是赋予产品以文化意义,二是意识形态言说,三是文化规则重构。本文将分别讨论这三层文化意义及其产生的内在机制。
The direct effect of advertising is to communicate information about the product to promote the product to the consumer. However, this activity is not isolated, but in a certain social and cultural background. Therefore, we can say that advertising is a kind of cultural activity at the same time, which has a certain cultural significance. We can conclude that today’s advertising is carrying more and more cultural significance. So, what kind of cultural significance does advertising carry? We can find that the cultural significance of advertising can be at least three levels: one is to give the product a cultural meaning; the other is the ideological speech; the third is the reconstruction of cultural rules. This article will separately discuss the three layers of cultural significance and its inherent mechanism.