看完这则广告。我联想到,如果没有花草树木,我们该如何吸收氧气?如果没有花草树木,我们的生活会多姿多彩吗?如果没有花草树木,我们该如何在地球上生存?如果没有花草树木,难道我们能,像外星人那样顽强生存吗?不,不能。我们哪来像外星人那样的`力量。
何况,现在的房地产商,整天砍伐树木,光小树苗就得好几十棵。就因为这件事,我们就能遭受灾难,如果花草树木不能抵挡洪水,但也可以制造氧气。如果我们人类好好保护花草树木,就能及时补救,就不会让下一代接受这样恶劣的环境,让下一代的花朵更加美好的绽放。
只要我们保护那一棵棵正在拙壮成长的小树苗。那一株株茂盛的花草,那世界就不会有难民走投无路,也就没有汹涌的洪水威胁着我们。人们,为了祖国每一朵花茂盛的绽放那就要多多呵护每一棵树,每一株花草。
意识形态广告在最近几年被人们所关注和重视,其带来的经济效益明显对广告行业有着巨大的诱惑。意识广告形态在最初出现时,为合作的企业带来巨大收益,这些收益让人们惊叹的同时也发现了意识形态广告的优势以及对社会的影响力之大,并且我国台湾由于受西方思想的影响,因此意识形态广告成为了我国台湾广告行业的主体。最近,随着意识形态广告在内地开始发展,引起了多方人士对其的关注和探讨,对意识形态广告有赞扬也有批评,究竟意识形态广告有何优势,成为本文接下来将要讨论的问题。
Nowadays, advertisements can be found everywhere in big cities. They shout at us from the television screen and radio loudspeakers, wave to us from every page of the newspaper, signal to us from the roadside billboards all day and flash messages to us in colored lights all night.
Faced with a flood of advertisement, some people wonder whether it is necessary to have such huge sums spent on advertising. They often cite in illustration of it the attractive, but false and deceptive advertisements to which many consumers fall victim. Why don't we stop advertising and use the money to reduce the price of goods? It sounds like a good idea, but they fail to notice the contribution advertising makes to our society. Because the production of a better product to compete for customers' money is the goal of advertisers, customers are thus given a chance to compare their products and get the best and cheapest one. Besides, as the advertisement can provide people with a lot of immediate and detailed information as to the availability of a certain product, or a service or a job, it makes life much more convenient. And another thing we mustn't forget: the fact that we pay so little for our daily newspapers and TV programs is due entirely to the money spent by advertisers.
Advertising performs such a useful service to our society that we can't imagine what would happen if there were no advertisements. (198 words
(一广告中的后现代主义。所谓的后现代主义,其实就是一种文化的倾向,它拥有自己的价值模式,后现代主义表现为不满足于现状,不按即有的特定规律行事,不被陈旧的观念所束缚,渴望创新、发展以及改变[3]。例如在台湾中兴百货运用意识形态广告,在广告文案中所设计出的广告词,比如“服装就是一种高明的政治,政治就是一种高明的服装”,广告内容将各种服饰所带来的鲜明和特点,以及所要起到的作用都进行了充分的表达,如“当ARMANI套装最后一颗扣子扣上时,最专业而令人敬畏的强势形象于是完成”、“仅一件最弱不禁风的丝质细肩带衬衣,就会是他怀里最具攻击力的绵羊”,这些广告词以及内容,都颠覆了人们以往对服装的认知,过去人们认为服装除了御寒,就是为自身增添魅力,但是该意识形态广告却告诉人们,并不是这样,不同的衣服能塑造出不同的人格魅力,为我们的行为增添吸引力,甚至帮助我们达到目的。
(二为消费“立法”。意识形态广告主张消费的正确性以及对时尚的崇拜,它能够使人们自愿地对广告中所描述的消费进行参与,这种对广告中消费理念的认同就间接地将广告中的理念转变为了自己的理念,而广告作为传播这一理念的有效途径,相当于为消费找到了合理的指示,为消费“立法”,表示消费进行的必须性和“合法性”[4]。比如:“只要是黑色,你就无力抵抗。只要是镶珠鱼鳞亮片,你就不再矜持。只要是动物斑纹的毛绒绒,根本你就要抓狂。真是的,幸亏遇上了PRE-SALE,否则谁又能救得了你呢?”
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