意识形态广告,用什么撩拨了人的购买欲望——兼对消费文化中“精神需求”建构的研究  

Ideology Advertisement,How to Stimulates People's Purchasing Desire?The mental demand in consuming culture

作　　者：郑亚灵[1] 

机构地区：[1]西安财经学院行知学院人文社科系,西安710038

出　　处：《西安文理学院学报（社会科学版）》2014年第3期94-96,共3页Journal of Xi’an University(Social Sciences Edition)

摘　　要：在物质生活相对富裕的今天,消费者需求的天平开始由"物质功能"向"精神需求"倾斜。意识形态广告,站在诠释与利用文化的立场,以对消费者精神世界的点拨与重构,将物质商品置入精神世界的框架中,使其成为满足某种心理需求的"隐喻",基于被广告激发的精神需求,驱动了商品的消费。With today＇s material life being relatively rich , the consumer demands change from satisfying substance function to spiritual needs .Ideology advertisement , which stands on interpreting and utilizing culture , infiltrates the influence of mental world into material goods by guiding and renewing consumer mental world .Thus, material good, to some extent, represents a kind of significance that can meet certain psychological demand .

关 键 词：意识形态广告 消费 精神需求 建构 

分 类 号：F713.80[经济管理—广告]