| 广告神话:一种反主体批判视角 |
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| 引用本文： | 陈凌.广告神话:一种反主体批判视角[J].国际新闻界,2012(2):76-80. |
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| 作者姓名： | 陈凌 |
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| 作者单位： | 东华理工大学文法学院中文系 |
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| 摘 要： | 罗兰.巴特界定神话:"神话是一种言说方式(措辞、言语表达方式)。"从这个角度看广告是一种神话——消费社会的言说方式。广告神话是一个指向外在美好世界的意义系统。它需要信仰而非理性,需要人们为之付出"牺牲"。它既是神话又是一个使人变成消费者的方法。广告是反主体的言说方式,它不要人们向内检视自身;只要人们笃信它,通过消费获得来自外部的安慰和幸福感。广告神话因此永远是一个没有主体的消费神话。
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| 关 键 词： | 广告神话 反主体 仪式 |
Advertising Myth in an Anti-subject Perspective |
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| CHEN Ling.Advertising Myth in an Anti-subject Perspective[J].Journal of International Communication,2012(2):76-80. |
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| Authors: | CHEN Ling |
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| Institution: | CHEN Ling(School of Humanities and Law,East China Institute of Technology,Fuzhou,Jiangxi,344000) |
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| Abstract: | According to Roland Barthes,"myth is a type of speech." In this perspective,advertising myth is a discourse mode for consumer society and a system of signification associated with the substantial world.It requires belief rather than rationality,and makes people become consumers.Advertising is a form of anti-subject discourse,which constructs a consumption myth with no subject in it. |
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| Keywords: | Advertising Myth Anti-subject Ritual |
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