仿拟拜物教论说——以广告为例  

On Parody Fetishism ——Taking Advertisement for Example

作　　者：罗胜杰[1,2] 

机构地区：[1]湖南工程学院外国语学院,湖南湘潭411104 [2]上海外国语大学英语学院,上海200083

出　　处：《湖南工程学院学报（社会科学版）》2012年第3期54-57,共4页Journal of Hunan Institute of Engineering(Social Science Edition)

基　　金：湖南省哲学社会科学规划项目"英汉仿拟的跨学科研究"(11WLH16)

摘　　要：以广告仿拟的误用为例,提出"仿拟拜物教"一说。它由原始拜物教,到商品拜物教,再到符号拜物教演变而成,根源在于追求产品销售的急功近利,过分强调销售广告的求新求异,以及对名人效应的盲目追求。弱化媒介力量、转变消费认同和摒弃游戏语言,是推崇正确仿拟,反对仿拟拜物教的实施手段,而提倡一种超功利的审美文化是解决问题的关键。Taking parody misuse in advertisement for example, we put forth the saying of ＂parody fetishism＂, whose evolvement has gone through three stages ： from the primitive fetishism to commodity fetishism and further to symbol fetishism. The main reasons of parody fetishism are that people seek quick success and instant benefits in product selling, overemphasize novelty and difference of the advertisement language as well as blindly pursue celebrity effect. To advocate correct parody and abandon parody fetishism, we m convert consuming self-identity and cast away playing language tricks, tarian aesthetic culture. ust diminish media influence on consumers, whereas, the key is calling for an ultra-utili-

关 键 词：广告仿拟 仿拟拜物教 审美文化 

分 类 号：H05[语言文字—语言学]