电视广告是现代社会非常广泛、甚至泛滥媒体现象，它不是简单的商业行为，而是一种独特的信息模式和典型的大众文化文本。“电视广告的目的就是要摧毁受众的理性残余，将交换的工具理性转化为更为低等的欲望本质，即对非必需物品的欲望”。①我们都知道电视广告的商品不同于商 Television advertising is a very widespread and even media phenomenon in modern society. It is not a simple commercial activity but a unique information model and typical mass culture text. “The purpose of a television advertisement is to destroy the rational residue of the audience and to translate the instrumental rationality of exchange into the more subjective desires of nature, the desire for non-essential items.” ① We all know that TV commercials differ from merchants