时代变迁中的价值推演当代中国流行广告语内容分析（1979-2009）  

Value Evolution in Periodical Change A Study on Modem Chinese popular advertising slogans（1979-2009）

作　　者：陈素白[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2011年第11期18-23,57,共7页Modern Advertising

摘　　要：广告文本作为在历史变迁中保存下来的记忆，必然会或浓或淡、或隐或显地记录着某一特定时期社会环境下国民的生活方式、主流思想和价值形态。由于其话语意义空间是由广告主、广告公司、传播媒介、受众等要素共同构建，对广告文本的考察是将研究构筑在更为饱满和丰富的视野上，有利于发现在社会转型期中，广告与社会、广告与公众之间价值形态重塑和互动的轨迹。本文通过对中国当代流行广告语（1979—2009年）进行内容分析，发现流行广告语在中国广告发展的不同阶段中，主题类别数量呈现不同特征。对应中国社会转型背景下，中国人价值形态推演呈现的规律和特点，不难发现二者之间的微妙关系。The memory coming from advertisement text that goes through historic change more or less recorded people＇s social life styles, mainstream thoughts and society value at a certain society atmosphere. Because the real meaning of advertisement is structured based on advertisers, advertisement companies, mass media and audiences together, the research, in deed will be concentrated on the discovery of society change, advertisement ＆ society and the relationship of re-building and interactivity between people and advertisement from a fuller and richer version perspective. This paper mainly analyzes the modem Chinese popular advertising slogans, further discovered the characters and category numbers of popular advertising slogans at different stages through the obvious change of Chinese modem advertisement text in terms of the rules and characters of Chinese people＇s cognition change showing from 1979 to 2009.

关 键 词：流行广告语 意识变迁 转型期 内容分析 

分 类 号：F713.81[经济管理—广告]