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伴随着消费社会的到来,广告在社会文化特别是城市文化的发展中日益发挥着重要的作用,并成为城市文化的一种叙述方式。本文以都市报纸广告为例,选取《北京晚报》(北京)和《新闻晨报》(上海)的广告为对象,进行文本分析。通过统计和对比两份报纸各类广告的状况,运用鲍德里亚的符号消费理论,对不同城市报纸广告所建构的消费习惯做一番研究,进而阐释广告作为一种大众传播媒介,如何体现了特有的城市文化。
With the advent of consumer society, advertising plays an increasingly important role in the development of social culture, especially urban culture, and has become a narrative way of urban culture. Taking urban newspaper advertisements as an example, this article chooses the advertisements of “Beijing Evening News” (Beijing) and “Morning News” (Shanghai) for text analysis. Through the statistics and comparison of the status of all kinds of advertisements in the two newspapers and using the symbol consumption theory of Baudrillard, this paper does some research on the consumption habits constructed by newspaper advertisements in different cities, and then illustrates how advertising, as a mass media, embodies Unique urban culture.