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将西方流派的广告批判理论从政治经济学批判、媒介批判、符号批判、消费社会批判等领域剥离出来,可以看到,法兰克福学派对拜物与现代广告的源头派生关系,媒介环境学派对大众媒介与广告的平台伴生关系,结构主义对神话与广告的过程解构关系,后现代主义对仿真世界与广告的终极指认关系进行了揭示与批判。广告批判进而也揭示了广告的本质特征:广告属性的“商品性”、广告媒介的“技术性”、广告创作的“神话性”及广告效果的“虚幻性”。
It can be seen that the Frankfurt school’s derivation of the origin of fetishism and modern advertisement from the perspectives of political economy criticism, media criticism, symbolic criticism and consumer society critique can be seen from the criticism of western commercial genre’s advertising theory. The mass media The relationship with the platform of advertisement, the deconstruction relationship between the process of myth and advertisement by structuralism and the revelation and criticism of postmodernism about the ultimate identification of simulation world and advertisement. The criticism of advertising then reveals the essential characteristics of advertising: “commercial ” of advertising properties, “technical ” of advertising media, “myth ” of advertising creation and “illusion ” of advertising effect.