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笔者主要阐述广告中拟人化动物具象所蕴含的阶级意识形态,希望在广告拟人化动物具象与意识形态之间建立一种联系,进一步了解越来越多的广告使用拟人化具象动物的本质原因。分析结果显示,英国政治不允许某些阶级意识形态话语的存在,运用拟人化动物具象的广告,用拟人化动物具象替代人类的手段,发出被英国政治所禁止的阶级意识形态话语。
The author mainly expounds the class ideology contained in the anthropomorphic animal figurative in advertisements and hopes to establish a connection between the avatar and the ideology of the anthropomorphic ad in order to understand more and more the essential reasons why more and more advertisements use anthropomorphic figurative animals. According to the analysis, British politics did not allow the existence of certain class ideological discourses. Instead of using anthropomorphic animal images as substitutes for human beings, they used anthropomorphic animal-specific advertisements to issue class ideological discourses banned by British politics.