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橱窗对于商品而言,是一种特殊形态的广告。在这个展示的平台上,商品的符号价值而非交换价值和使用价值被推荐给消费者。在景观社会中,橱窗是一种视觉性装置,它揭示了消费社会资本的运作逻辑以及人的社会关系。文章试通过罗兰·巴尔特的符号系统和居伊·德波的景观社会分析橱窗,解析商品的符号价值如何获得,以及这种符号价值的政治经济学意义。
The window is a special form of advertisement for the product. On the platform of this show, the symbolic value of goods, rather than exchange value and use value, is recommended to consumers. In the landscape society, the window is a visual device that reveals the operational logic of consumer social capital and human social relations. The article tries to analyze Rolex Barthes’ symbolic system and Guy de Bo’s landscape society analysis window to analyze how the symbolic value of goods is obtained and the political and economic significance of the symbolic value.