服膺还是操弄:广告与人性的关系解析  

Embracing or Manipulating:Analysis of the Relationship between Advertising and Humanity

作　　者：张殿元[1] 

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《中国地质大学学报（社会科学版）》2010年第4期94-99,共6页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：教育部人文社会科学重点研究基地重大项目(07JJD860212)

摘　　要：广告以其较高的曝光频度首先抢占了人们的记忆空间,进而向深层的认知领域渗透,消费者在依广告消费产品的同时也接受了它所宣扬的人性观念,广告中的人与物、人与自身、人与他人的关系反映了商业社会中人性异化的现实。广告以潜意识控制和动机调查(MR)为手段达到操弄人性的目的,但对广告的人性考评要看谁在用、为何用、怎么用。关注广告活动的人性问题并非要制造一种道德恐怖气氛,而是对广告规划、经济安排提供一种有利于人性自我完善的内在参考,这与社会主义市场经济所追求的公正、公平和更少人性侵犯的经济模式是相契合的。Advertisement, with its high exposure frequency, firstly occupies people＇s memory space, and then penetrates deeply into their cognitive domains. The consumers accept the ideas of humanity advocated by the advertisement in their relevant consumption. The relationship in advertisement between people and objects, between human beings and themselves and between individuals and others, reflects the reality of the alienation of humanity in the commercial community. Advertisement achieves its purpose of manipulating human nature by subconscious controlling and motivation survey （MR）. However, the evaluation of the humanity in advertisement should consider who are using it, why they use it and how. Our concern with the humanity issue in advertising does not aim at creating a kind of atmosphere of moral terror, but providing an internal reference which will benefit the human self-improvement for the advertisement planning and economic arrangements. This corresponds to a fair and just economic model with less invasion of humanity, which is pursued by the socialist market economy.

关 键 词：广告 人性 潜意识 异化 

分 类 号：F713.80[经济管理—广告]