20世纪后期广告现象和消费文化考察  

Survey of the Advertisement Phenomenon and Consumption Culture in the Late 20^th Century

作　　者：龙潜[1] LONG Qian

机构地区：[1]贵州民族大学,贵州贵阳550025

出　　处：《贵州民族大学学报（哲学社会科学版）》2020年第5期41-74,共34页Journal of Guizhou Minzu University:Philosophy and Social Science

摘　　要：广告现象和消费文化中的反常主题是情感匮乏时代的兴奋剂,它满足了潜意识中不可名状的渴求,给社会带来了一种动荡不安的情绪。后现代主义把曾经秘而不宣的东西变成大众财产和公开为意识形态。后现代主义潮流以解放、冲动、自由以及诸如此类的名义猛烈冲击社会价值观,当心理焦灼取代了负罪感时,一个享乐盛行的时代就找到了与自己相应的心理疗法。20世纪后期的文化中具有一种新的历史蕴含:它既是一个时代的终结,又是一个时代的开端。这个时期中国都市涌动的怀旧情调是一种时尚的不无优雅的市井之声。这种怀旧的表象成为一种魅人的商品包装和消费文化,是一种与世界的接轨和应用。广告现象和消费文化不是个人的和无意识的,它是在人类集体的需求中由集体共同创造出来的,暴露着人类物质和精神的匮乏。Advertisements and the abnormal themes of consumptive culture are stimulus to an era with a lack of emotions,which fill the subconscious with an indescribable longing and a restless state of emotions to the public.Postmodernism changes the once-untellable into public assets and open ideology.It exerts strong impact on social values by means of such excuses of liberation,impulse,freedom and other things alike,and when psychological burning replaces a sense of guilt a time of hedonism seems to have found its psychological remedy.It is argued that in China and America such a situation is common,showing a collective belonging and a shortage of human materials and spirit.

关 键 词：20世纪后期 广告现象 消费文化 美国 中国 

分 类 号：G22[文化科学]