广告文化消费至上观的价值批判  

A Critique of Consumerism in Advertising Culture

作　　者：张殿元[1] 

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《上海财经大学学报（哲学社会科学版）》2008年第4期9-16,共8页Journal of Shanghai University of Finance and Economics

基　　金：复旦大学新闻传播与媒介化社会研究国家哲学社会科学创新基地项目“中国传媒产业改革成功案例系列研究”（项目编号：06FCZD0018）

摘　　要：消费对商业社会而言，其合法性毋庸置疑，但在广告等现代促销手段的推动下，一些畸形消费行为开始大量出现，广告文化所宣传的消费至上观加剧了商业社会中人的物化，它所秉承的消费主义价值观模糊了人们的价值意识，误导了人们的价值选择，并激化了不同阶层之间的社会矛盾。当然，消费不应该一味地受到批判，但消费需要加以引导和规范。In the commercial society, the legitimacy of consumption is beyond doubt. However, with the development of modern promotion means such as advertisements, some certain abnormal consumption behaviors began to emerge by a big margin. Consumerism advocated in advertising culture speeds up the materialization of human being in the commercial society. The value view of consumerism that advertising culture upholds makes people＇ s value consciousness become ambiguous, misleads their choices of values, and intensifies the social contradictions among different classes. Of course, we shouldn＇t simply insist on critici- zing consumerism, and what we need to do is to guide and standardize people＇s consumption behaviors.

关 键 词：广告文化 消费主义 畸形消费 价值意识 

分 类 号：B17[哲学宗教—马克思主义哲学]