我们为什么一定要“信仰广告”?——新世纪中国社会消费生活信仰现象分析  

Why We Must "Faith Advertisement" ? ——Analysis of Chinese Social Consumption Life Belief in the New Century

作　　者：黄也平[1] 姜明[1] 

机构地区：[1]吉林大学文学院,吉林长春130012

出　　处：《吉林师范大学学报（人文社会科学版）》2014年第2期53-56,64,共5页Journal Of Jilin Normal University:Humanities & Social Science Edition

基　　金：吉林省社会科学基金项目(编号:2013B60)

摘　　要：进入21世纪的头一个10年,中国人的生活方式发生了较为明显的变化。一方面是"消费生活"开始成为主导;一方面是"温饱生活"逐步淡出。伴随生活的变化,我们对生活的理解也开始了变化。在这种变化中,主张消费生活,享受消费生活,成中国人的现代生活宗教。而我们的消费生活宗教信仰,是由"信仰广告"来引领和确证的。信仰广告已经成为今天中国人消费生活信仰的"历史导向"(华丽外衣)。中国人在现代消费生活里所以信仰广告,不仅与人类对传播的"本质信仰"相关,也与我们市场的"高度繁荣"和"过度竞争"有关。要想在丰富度和竞争度极高的市场中不迷失方向,信赖和信仰广告,是我们惟一的选择。Entering first ten years of twenty-first Century,the way of Chinese life changed obviously.On the one hand,the ＂consuming life＂ begins to become the dominant;one is＂life,food and clothing＂gradually fade out.With the change of life,our understanding of life also begins to change.In this kind of change,advocating consumption life and enjoying the life of consumption,have become Chinese modern life religion.Our consumer life religious beliefs led and confirmed by＂faith advertisement＂.Believing in advertisement has become today＇s Chinese ＂historical orientation＂（gorgeous coat） of consumption life faith.That Chinese in modern consumer lives believe advertisement,is not only related to the human to the dissemination of ＂nature of faith＂,but also＂a high degree of prosperity＂and ＂excessive competition＂ in our market.If you don＇t want to be lost in the richness and high degree of market competition,trusting advertisement is our only option.

关 键 词：广告信仰 消费生活信仰 丛林法则 消费信息不对称 传播信仰 广告崇拜 

分 类 号：G206.2[文化科学—传播学]