| 依旧隐形的说客——万斯·帕卡德广告批判思想的50年见证 |
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| 引用本文： | 刘琴.依旧隐形的说客——万斯·帕卡德广告批判思想的50年见证[J].国际新闻界,2009(10). |
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| 作者姓名： | 刘琴 |
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| 作者单位： | 中南民族大学文学与新闻传播学院; |
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| 摘 要： | 广告的本质功能是信息告知还是劝服一直是学术界研究的核心问题,50年前万斯·帕卡德深刻揭示了广告运用各种隐形的技巧对消费者进行愚弄与操纵,对社会带来的重重忧虑。本研究对作者的广告批判思想进行了重新解读,认证了在新的传播背景下,广告不仅有消退其劝服特性而且还演绎得更为隐形,因而提出要加强对消费者的广告教育,为社会一个净化的广告业,呼唤广告向信息告知本位的回归。
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| 关 键 词： | 动机窥视 潜意识 劝服 广告教育 本质功能 信息告知 |
Still be the Hidden Persuaders:Vance Packard's Critical Thoughts on Advertisement |
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| LIU Qin.Still be the Hidden Persuaders:Vance Packard's Critical Thoughts on Advertisement[J].Journal of International Communication,2009(10). |
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| Authors: | LIU Qin |
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| Institution: | LIU Qin (School of Literature and Journalism,Central South University for Nationalities,Wuhan,430074) |
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| Abstract: | The topic that the natural function of advertising is to persuade or to inform has being a core issue of the academic research in advertisement.50 years ago,Vance Packard profoundly revealed the fact that the advertiser fool and manipulate consumers by a variety of stealth advertising techniques.This paper reinterprets Packard's critical thoughts,and thinks that it is necessary to enhance advertising education for consumers and make advertisement to return to informing function. |
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| Keywords: | Motivation Peep Subconsciousness Persuasion Advertising Education for Consumers Inform |
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