在空隙中:传播政治经济学视角下的智能广告生产——关于苏特·杰哈利《广告符码》的讨论  

In the Space:Intelligent Advertising Production from the Perspective of Communication Political Economy:A Discussion on Sut Jhally’s The Codes of Advertising

作　　者：刘施阳 Liu Shiyang

机构地区：[1]华东师范大学传播学院

出　　处：《现代广告》2025年第5期57-64,共8页Modern Advertising

摘　　要：在大数据、人工智能等元技术变革下智能广告蓬勃发展。从“技术伺服系统”的追问,到“弗氏人偶”的寓言与想象,这背后活跃的人与智能广告的关系值得反思。要把握今天智能广告丰富而复杂的实践,需要回到广告技术发展的历史脉络中解释自身。本文从传播政治经济学视角,通过对苏特·杰哈利《广告符码》理论的批判性回顾,重返20世纪广告发展史,在历史语境中还原“广告收看劳动”与“观看广告时间”两个核心概念,并在智能广告实践中重新打开。借此在商品与广告、我们与广告的“空隙中”探讨智能广告生产的本质。Under the meta technological changes such as big data and artificial intelligence,intelligent advertisement is booming.From the questioning of“technical servo system”to the allegory and imagination of“the Freudian robot”,the relationship between people and intelligent advertisement is worth reflecting on.To grasp the complex practice of intelligent advertising,we need to go back to the historical context of the development of advertising technology to explain itself.From the perspective of communication political economy,through a critical review of Sut Jhally’s theory of The Codes of Advertising,this paper returns to the development history of advertising in the 20th century,and restores the two core concepts of advertising“watching labor”and“watching time”in the historical context,and re-opens them in the practice of intelligent advertising.In this way,we can“in the space”to discuss the essence of intelligent advertising production between commodities and advertising,between us and advertising.

关 键 词：智能广告 程序化创意 广告发展史 劳动价值论 广告批判 

分 类 号：G63[文化科学—教育学]