广告透视:劝说性商业话语背后的宏大叙事  

A Perspective on Advertising:the Grand Narrative behind the Persuasive Commercial Discourse

作　　者：陈月明[1,2] 

机构地区：[1]复旦大学新闻学院,上海200433 [2]宁波大学人文与传媒学院,宁波315211

出　　处：《新闻界》2010年第3期18-20,共3页Journalism and Mass Communication

基　　金：浙江省规划课题"广告与文化传播"(NM03XW6)的成果之一

摘　　要：现代广告伴随着资本主义自由经济一路走来,今天不仅成了经济体系的重要组成部分,更成为一种社会机制。许多学者把广告看做一种劝说性商业话语,其实劝说性和商业性只是广告话语表象,透过广告话语表象,我们可以发现其背后支撑着的宏大叙事——自由主义,包含关于"人"的自利性本质的假设和自由市场的"丛林法则"逻辑。正因为如此,广告受到了自由主义思想体系的保护。Modern advertising industry has developed with free market economy of capitalism.Advertising,as an institution,plays a great role in contemporary economic system.Some researchers treat advertising as a kind of persuasive commercial discourse;if we see through the persuasive and commercial presentation of advertising,we can find the Grand Narrative——liberalism that supports,including the hypothesis about the selfish of human and＂forest law＂of free market.Therefore advertising is under the umbrella of liberalism.

关 键 词：广告 自由主义 自由竞争 

分 类 号：G206[文化科学—传播学]