“舌尖上的广告”:概念泛化、健康幻想及其传播伦理  

Advertisements on Foods:Concept Generalization,Health Fantasy and Communication Ethics

作　　者：郑欣[1] 

机构地区：[1]南京大学新闻传播学院

出　　处：《中国地质大学学报（社会科学版）》2013年第5期77-83,139-140,共7页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家社科基金项目"环保类虚假广告的危害及其监管有效性研究"(11BXW039)

摘　　要：近年来,食品安全危机问题日益成为社会关注的焦点,而虚假信息泛滥、违法案件频出的食品广告也饱受诟病。本文通过对当前众多突出口味、营养及各种附加值的食品广告差异诉求的分析,指出一段时间以来"绿色、转基因、专业术语"等新概念在众多食品广告中的使用与传播,建构出了"广告说什么,我们吃什么"、"不喝不营养、不吃不健康"的拟态环境与病态食品消费文化。其本质是一种混淆视听的夸大其词、科技蛊惑的概念泛化与过分唤起的健康幻想,属于隐藏了商业逻辑的信息陷阱与符号暴力。而背负种种"骂名"的食品问题广告,更是加深了消费者面对食品安全危机时的不安全感。如何消除这种不安全感,则需要重新建立广告与消费者之间的诚信关系,让食品企业与食品广告多一份社会责任感,用理性、责任构筑起真正"绿色"的广告舆论空间。Recently,the crisis of food safety is becoming a big concern of the society,and the problems of food advertisements,like the flood of false information and frequent illegal cases,are widely reviled.This paper analyzes the different appeals of food advertisements which emphasize taste,nutrition and other added values,and points out that,for a period of time,the use and communication of new concepts in many advertisements such as'green,transgenic and technical terms'constructs the pseudo environment and sick consumption culture like'we should eat whatever the advertisements say'or'it's not healthy and nutritious if we don't eat them'.The essence of this phenomenon is a kind of misleading,exaggeration,concept generalization and excessive health fantasy.It is important to establish the trust between advertisements and consumers and let the food enterprises and advertisements take more social responsibilities.

关 键 词：食品广告 概念泛化 健康幻想 传播伦理 

分 类 号：G206.7[文化科学—传播学]