透视广告审美消费新路径:种草式整形美容广告叙事研究  

Perspective Advertising Aesthetic Consumption New Path:Recommended Plastic Beauty Advertising Narrative Research

作　　者：李华君[1] 雷月秋 Li Huajun;Lei Yueqiu(School of Journalism and Information Communication,Huazhong University of Science and Technology,Wuhan,Hubei 430074)

机构地区：[1]华中科技大学新闻与信息传播学院,湖北武汉430074

出　　处：《宁夏社会科学》2023年第1期199-205,共7页NingXia Social Sciences

基　　金：教育部人文社会科学研究项目“从想象到接触:文化身份危机视域下中国故事的跨文化对话研究”(项目编号:19YJCZH078)。

摘　　要：后现代主义视域下审美活动日常化、美貌消费民主化,关注并研究广告审美活动是一项重要课题。数字媒体时代整形美容广告借由种草分享隐匿营销本质,衍生广告审美消费新路径。研究在后经典叙事学理论视域下,经由叙事分析框架剖析广告文本,探讨其如何拨弄用户对自身外貌的焦虑与对理想化身体的渴望,并引入共情与信任概念进一步探溯其如何与消费主义合谋以建构美貌消费逻辑,以廓清广告审美消费新逻辑,并对隐藏于广告文本形式之内的审美文化和权力关系进行解读,以期为受众提高审美判断与广告识别提供参考。In the context of post-modernism,it is an important issue to pay attention to and study the aesthetic activities of advertisements as they become everyday and democratize the consumption of beauty.In the digital media era,cosmetic surgery advertisements through“zhongcao”(longing for something)hidden marketing essence,resulting in a new path of advertising aesthetic consumption.The study analyzes the advertising texts through the framework of narrative analysis in the context of post-classical narrative theory,and explores how they poke at users’anxiety about their own appearance and desire for idealized bodies,and introduces the concepts of empathy and trust to further explore how they conspire with consumerism to construct the logic of beauty consumption,in order to clarify the new logic of advertising aesthetic consumption,and to interpret the aesthetic culture and power relations hidden within the forms of advertising texts.It also interprets the aesthetic culture and power relations hidden within the form of advertising texts,in order to provide reference for audiences to improve their aesthetic judgment and advertising recognition.

关 键 词：种草 整形美容广告 叙事分析 广告审美 

分 类 号：G206[文化科学—传播学]