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作为一种象征表现形式,广告是消费文明的象征语言。广告是从文化现实出发,把商业化对象的信息进行商业化传播。广告无所不在,广告形象的冗余度和戏剧化使广告成为一种对人的感知心理产生轰炸将就的超级媒介。本文将从我国现全阶段电视广告中出现的不良现象进行反思,并追朔问题产生的原因,进而介绍时下社会对现代广告的反映及对我国电视广告未来的展望。
As a symbolic form of expression, advertising is a symbolic language of consumer civilization. Advertising starts from the cultural reality and commercializes the information of commercial objects. Advertising is ubiquitous, and the redundancy and dramatization of advertising images make advertisements a super medium for bombardment of human perception. This article will reflect on the bad phenomena appearing in the television advertisements in the whole stage of our country, and trace the causes of the problems. Then we introduce the reflection of modern society on modern advertising and the future of China’s television advertising.