| 批评很强大广告不在场--对广告文化批评的反思 |
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| 引用本文： | 黄秀莲,叶凤琴.批评很强大广告不在场--对广告文化批评的反思[J].湖北第二师范学院学报,2014(11):129-133. |
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| 作者姓名： | 黄秀莲 叶凤琴 |
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| 作者单位： | 福建师范大学协和学院;福建师范大学传播学院 |
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| 摘 要： | 随着中国广告产业的蓬勃发展，对于广告的文化批评也日益丰富。由于目前我国尚缺乏完善的广告批评体系，因此这些批评通常套用国外的现成理论体系，先入为主地将中国广告置于“消费”、“欲望”等语境下进行批评。这些批评，言说着广告对意识形态的控制、广告导致了消费主义、广告充满了对女性的歧视……文化批评者毫不犹豫地对广告抡起了大棒，一声“棒喝”到底是为了“敲醒”还是为了“打倒”，诸多学者站在不同的立场对广告进行批判，其目的性似乎不言自明。学者对中国现时广告的思考和批评实践值得赞赏，但如果脱离广告这一以实现经济价值为目的的经济学范畴，则略显武断和偏执。
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| 关 键 词： | 广告批评 文化 消费主义 女性形象 |
Strong Criticism Devoid of Advertisements- Reflections on Criticism of Advertising Culture |
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| Institution: | HUANG Xiu-lian, YE Feng-qin ( 1. Concord University College, Fujian Normal University, Fuzhou 350117, China ; 2. School of Communication, Fujian Normal University, Fuzhou 350117, China) |
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| Abstract: | With the vigorous development of China’ s advertising industry, advertising cultural criticism is also increas-ingly rich. As our country still lacks a perfect system of advertising criticism at present, this criticism usually uses the abroad ready-made theory systems. Preconceived, these criticisms put China’ s advertising in the context of “consump-tion” and “desire” for criticism which includes advertising on the ideological control, advertising led to consumerism, and advertising laden with discrimination against women…. Cultural critics strike a big stick without hesitation against advertising. Whether this strike is for “waking up” or “overthrow,” many scholars criticize advertising from different positions, with the purpose seeming to be self-evident. The thinking and criticism practice on China’ s current advertising is laudable, but will be somewhat arbitrary and paranoid if separated from advertising, the economics category for the realization of economic value. |
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| Keywords: | advertisement criticism culture consumerism female image |
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