广告中的人与物:庄子“物我合一”思想的现代诠释  

Human-Object Relationship in Advertising:A Modern Interpretation of Zhuangzi's Thought of"Unity of Object and Self"

作　　者：柴宏艳 李智微 CHAI Hong-yan;LI Zhi-wei

机构地区：[1]山西大学新闻学院

出　　处：《新闻知识》2024年第4期56-62,95,共8页News Research

摘　　要：广告作为消费社会中的重要媒介,构建了人与物之间的认知链接。无论“物本”为导向还是“人本”为导向的广告,其本质都是对人与物关系的探讨。而庄子的“物我合一”思想,与广告追求的理想化的物与人的关系不谋而合。文章通过阐述人与物关系的思想背景、广告中人与物关系的建构,指出在广告中实现“物我合一”的重要性;同时通过案例分析阐明如何在广告实践中正确运用“物我合一”思想,最终得出几点启示,以期为广告业发展提供新的视角和空间。As an important medium connecting humans and objects in the consumer society,advertising creates a cognitive link between humans and objects through information dissemination.Both"materialoriented"advertisements and"human-oriented"advertisements aim to explore the relationship between humans and objects.Based on Zhuangzi's idea of"the unity of object and self",this article expounds on the ideological background of the relationship between humans and objects and the construction of such a relationship in advertisements with an emphasis on the significance of achieving the"unity of object and self"in advertisements.

关 键 词：广告 物我合一 人与物 

分 类 号：G206[文化科学—传播学]