从工具主义到人文主义:乡村振兴视域下农村广告理念的转向  

From Instrumentalism to Humanism:The Transformation of Rural Advertising Concept from the Perspective of Rural Revitalization

作　　者：姜智彬[1] 郭博 JIANG Zhi-bin;GUO Bo(School of Journalism and Communication,Shanghai International Studies University,Shanghai 200083,China;International School of Business and Management,Shanghai International Studies University,Shanghai 200083,China)

机构地区：[1]上海外国语大学新闻传播学院,上海200083 [2]上海外国语大学国际工商管理学院,上海200083

出　　处：《编辑之友》2022年第5期65-69,共5页Editorial Friend

基　　金：上海外国语大学校级重大科研项目“人工智能驱动的广告变革与发展研究”(2019114033)。

摘　　要：农村广告在运作流程、广告观念和广告目标等方面体现出了典型的工具主义理念。在带来积极营销效果的同时,工具主义理念下的农村广告忽略了农民的主观感受、主体性和理性,无法适应乡村振兴背景下的农村市场需求。向人性关怀、主体意识和适度理性的人文主义转向是农村广告摆脱工具主义理念的必由路径。农村广告应在全面洞察农民需求、定制型的精准投放、当下关切与终极关怀相统一等方面体现对农民的人性关怀;在塑造农村直播电商广告主体、呈现农村特色广告内容、获得电商直播广告受益等方面展示农民的主体意识;在自创品牌中的农民价值、农副产品品牌叙事的农民身份认同、区域公共品牌有机联合的农村地域价值等方面彰显农民的适度理性。Rural advertising reflects a typical instrumentalist concept in terms of operation process,advertising concept and advertising objectives.While bringing positive marketing effects,rural advertising under the concept of instrumentalism ignores farmers’ subjective feelings,subjectivity and rationality,and cannot meet the needs of the rural market under the background of rural revitalization.The humanistic turn to human care,subject consciousness and moderate rationality is the only way for rural advertising to get rid of the concept of instrumentalism.Rural advertising should reflect the human care for farmers in terms of comprehensive insights into farmers’ needs,customized accurate delivery,and the unity of current concern and ultimate care;Rural advertising should show farmers’ subject consciousness in shaping the subject of rural live e-commerce advertising,presenting rural characteristic advertising content and benefiting from e-commerce live advertising;Rural advertising should show farmers’ appropriate rationality in the aspects of farmers’ value in self-created brands,farmers’ identity in the brand narrative of agricultural and sideline products,and the rural regional value of organic combination of regional public brands.

关 键 词：工具主义 人文主义 乡村振兴 农村广告 广告理念 

分 类 号：G211[文化科学—新闻学]