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本文的主要目的在于,通过对受众社会性地使用广告这一现象的考察,加深对广告素养的理解。研究采取半结构式的深度访谈法,对24名在校大学生进行了考察。结果发现,对广告的社会使用是一种在受众的日常生活情境中经常发生的现象,本文重点分析了其中的四种表现形式:广告的“俗语化”使用、作为一种语言游戏的使用、在社会交往中的使用以及在日常生活中的借鉴式使用,这些使用均展现了受众对广告的接受、解读、评价和使用的丰富性,并折射出受众在真实的“素养时刻”所启用或没有启用的素养能力的情形。
The main purpose of this article is to deepen our understanding of advertising literacy by examining the audience’s social use of advertising. The study adopted a semi-structured in-depth interviews with 24 college students. As a result, it has been found that the social use of advertisements is a phenomenon that often occurs in the daily life of the audience. This article focuses on four manifestations: the use of “colloquial” ads as a language game Use, use in social interaction and reference use in daily life, all of which show the richness of audience acceptance, interpretation, evaluation and use of advertisements, and reflect the audience in the true “literacy time ”Enabled or not enabled literacy situation.