“能源”的隐身:批评视角下新能源汽车广告叙事中的消费文化  

The Invisibility of Energy:Critical Perspective on Consumption Culture in New Energy Vehicle Advertising Narratives

作　　者：但海剑[1] 陈诗雨 DAN Haijian;CHEN Shiyu(School of Foreign Languages,Wuhan University of Technology,Wuhan 430070,Hubei,China)

机构地区：[1]武汉理工大学外国语学院,湖北武汉430070

出　　处：《中国石油大学学报（社会科学版）》2024年第3期46-52,共7页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：教育部人文社会科学研究规划基金项目(21YJA752011)。

摘　　要：技术环境的变化带来广告叙事的新动向,社交媒体成为汽车广告的营销新阵地。整合多模态批评话语分析理论与叙事话语分析理论,建立多模态广告话语叙事分析框架,以社交媒体上的传统汽车广告和新能源汽车广告为语料,对比其叙事话语,聚焦能源作为话语主题的表达,审视其背后的汽车消费文化。研究发现,新能源汽车广告以互文式叙事机制,呈现了以汽车消费获得美好生活和精英身份的故事,其底层叙事逻辑仍与传统汽车广告一致:欲望驱动的身份消费实践。新能源汽车广告叙事中的“能源”隐身于营销属性之下,成为象征性的商业符号。在消费主义意志主导下,广告将新能源汽车建构为理想生活和精英身份的象征,鼓吹汽车消费的身份定义和自我表达作用。广告塑造的汽车消费文化实质上已与中国新时代能源发展规划脱节。Social media has become a new marketing platform for automotive advertising,owing to changes in advertisement narratives with the advancement of mobile internet.This paper integrates multimodal critical discourse analysis with narrative analysis to construct a comprehensive framework of multimodal advertising discourse narrative analysis.Specifically,a corpus of advertisements for traditional cars and new energy vehicles on social media is employed to contrast their narratives for further exploration of the expression of"energy"as a discourse theme to examine the implied automotive consumption culture.The study has found that the underlying logic of the new energy vehicle advertisements,which tell the story of obtaining a better life and elite identity through car consumption with a delicate intertextual narrative,remains the same as that of the traditional automobile advertisements,namely the desire-driven identity consumption practice.Thus the concept of"energy"in the narratives is invisible under marketing attributes as a commercial symbol.The new energy vehicles in the advertisements are constructed as symbols of ideal life and elite status and propagandized as a means of identity definition and self-expression under the domination of consumerism.Evidently,this kind of car consumption culture is decoupled from China's energy development plan in the new era.

关 键 词：新能源汽车广告 多模态批评话语分析 叙事分析 消费文化 

分 类 号：F426.471[经济管理—产业经济] F713.8