(一意识形态广告的概念。意识形态广告的重点和特点都是因为“意识形态”这四个字,那么什么又是意识形态呢,它又具有哪些特点。首先,意识形态是指在社会发展过程中在整个社会经济发展之上所形成的一种观念,它为整个国家或者团体的行为进行指导,同时又代表着国家或者团体的利益[1]。所谓的意识形态具有三个特点,分别是群体性、系统性和历史性。因为意识形态是以整个国家以及团体为基础的,所以它很容易被整个社会还有人们所接受,并且不具备特殊性,是社会中普遍存在的,因此,如果将意识形态运用到传媒技术中,就会使意识形态广告容易被人们所接受,并且带来巨大的经济效益,这就造就了意识形态广告的产生。
所谓的意识形态广告就是指那些不直接对进行宣传的`产品进行描述,突出产品功效,而是通过对意识形态进行影响而间接对广告产品的功效进行推广,从而达到产品的销售目的[2]。意识形态广告在进行产品的宣传时,并无对产品的详细描述,并且没有产品的完整信息,而是通过让消费者认为广告中的影像就是产品,使观众对产品进行想象和联系。
(二意识形态广告中的后现代主义。随着社会的发展以及消费水平和消费观念的提高,人们在进行消费的过程中很容易受到广告的影响,因此广告在人与产品的互动中起到了极大的作用。广告刺激着消费的提高,调动消费者的消费情绪,促进产品的经济收益。随着社会达到后现代时期,消费中的产品、品牌、商标等符号加强了消费的体验,进而产生了一种混乱的消费风格和生活方式。在这样的消费环境下,意识形态广告利用后现代主义,将后现代主义风格以及民族和西方的特色等这些内容都加入到广告中,这些广告将要给消费者灌输一种思想,一种将消费和时尚变为生活态度的思想。
I have a big dog ane I love him very much .he has two round black eyes and his sense of hearing is sensitive .
His claws are like four plum blossoms .His tail always shakes and looks very cute .In the daytime ,he likes sleepping under the sunshine .
But at night ,he is careful and keeps like the doorkeeper guards .He is smart and always eat a lot .He is meek to me but when he meets strangers ,he will bark to them .
When I become tired ,he will come and lick my face with his tongue .when I am not busy ,he will play with me .He can give me so much happiness and now I can not leave him .I love my dog because he is one of my family numbers .
Do you know what kind of animal I like most? It’s monkey. Monkey is a kind of lovely animal. Many people like monkeys very much. Generally, monkey has small body covered with fur. Some kinds of monkeys have two big eyes and ears and a long tail. I can see them on TV or the zoo. Every time I go to the zoo, I will go to see them. Monkeys often stay in trees and jump between them. They are so lively and favorable. When they are happy, they will act for visitors. It’s very funny.
I like dogs, because they are man’s good friends. They can do many helpful things to us, such as guarding our houses, greeting guests, helping the police, and so on. Some trained dogs can even lead the blind people and save people’s lives. So they‘re treated as our family members. I hope someday dogs will be in great harmony with human-beings.
我非常喜欢狗,因为它是人类的好朋友。它可以为我们做很多有用的事情,如,保护房子,问候客人,帮助警方等等。一些受过训练的狗甚至可以引导盲人、拯救人们的性命。所以它都被当做是我们的家庭成员。我希望有一天狗能与人类和谐共处。
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