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题名 现代广告的意识形态分析——以房地产“美林香槟小镇”系列平面广告为个案
姓名 曹瑞刚
院系 新闻与传播学院
专业 传播学
学位名称 文学硕士
外文题名 An ideological analysis on modern advertisements——A case study of a series of planar advertisements in real estate
第一导师姓名 杨魁
关键词 广告;意识形态;文本分析
外文关键词 Advertisement;Ideology;Text analysis
学科 文学
摘要 广告是现代大众传播的重要内容,现代广告以大众传播媒介为载体渗透在我们生活的各个方面,形成了独特的大众文化,并深深影响着消费者的行为和观念。广告在传播商品信息的同时,同时也传递着一种特殊的看世界的观点,培植着一种价值观和生活哲学——意识形态。 在传播学批判研究和大众文化研究当中,意识形态分析作为一种重要的理论视角被广泛应用。本文以一则房地产系列广告为个案,运用符号学、叙事学等方法分析了广告中隐含意识形态,论述了广告意识形态的产生方式、基本表现和根本目的。通过对个案的具体分析,进一步探讨了现代广告意识形态的产生机制和具体表现,为我们进行广告文化研究和相关大众文化研究提供了范本。 本文最后从中国广告的整体现状出发,尤其是从广告文化的角度探讨了广告意识形态分析的理论意义和现实意义。广告意识形态分析对于我们认识广告文化的独特性,以及更好地认识广告、人、环境三者之间的关系具有重要的作用。最后本文还从意识形态分析的视角对整个大众传播领域作了简略的考察。
外文摘要 Advertisements take a important part in modern mass communication.Modern advertisements,taken mass communication medium as the vehicle, infiltrate our life in every aspects,develop a distinctive mass culture,and have a deep influence in the consumers’behavior and concept.When the advertisements spread the information of commodity,simultaneously spread a particular outlook on the world ,cultivate an outlook on value and a kind of philosophy of life,that is,the ideology. In the process of critical and mass culture study,ideological analysis is widely used as an important theoretical perspective.This paper,taken a series of real estate advertisements for sample,analyses the invisible ideology used semeiology and naratology,expounds the means of production,the manifestation and the aim of advertisement ideology.Through the concrete analysis of the sample,it further discusses the production mechanism and the concrete manifestation in modern advertisement ideology,and provides a model for us in the study of advertisement culture and the related mass culture. In the last part this paper talks about the theoretical and the actual significance from the overall situation of advertisement in China,especially from the advertisement culture.The advertisement ideology attaches great importance in understanding the uniqueness of advertisement culture and the relationship of advertisement,human being and environment.And lastly this paper reviews the whole communication roughly from the perspective of ideology.
研究领域 理论传播学
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