在当下大众传媒勃兴的语境里,广告奉行着自身的消费逻辑和销售理念,塑造了满足受众视觉愉悦“体验”和“品位”的普泛性形象,然而“体验”和“品位”如何形成?形象的塑造到底是为了“谁”?本文对之试作一些审美文化层面的解读。 In the current boom of mass media, advertising adheres to its own consumption logic and sales philosophy, shaping an universal image that meets the audience’s visual pleasures, “experience” and “quality.” However, “experience” And “taste ” how to form? The shaping of the image is to “Who ”? This article tries to make some aesthetic and cultural level of interpretation.