Journal of East Asian studies

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Journal of East Asian studies Volume 14
published_at 2016-03

Analysis of symbolic consumption and advertisement

符号消费与广告建构
Sun Feng
Li Haifeng
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D300014000014.pdf
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中国的改革开放促进了商品生产和供给, 增加了消费者的选择自由. 当今中国消费者不再仅是经济意义上的追求效用最大化的理性人, 而且也是社会意义的选择者, 文化意义的传播者, 生活方式的探索者, 社会认同的寻求者, 快乐主义者, 情感宣泄者, 商品消费的反叛者和牺牲者. 伴随着消费从实用层次走向象征, 催生出了许多符号消费现象. 符号消费作为一面镜子折射出中国社会阶层的意义建构, 趣味区分, 文化分类和社会关系的再生产. 符号消费是如何建构出来的, 大众传媒扮演着怎样的角色, 对消费者带来怎样的影响？本文通过对抽样调查数据的分析, 探讨符号消费的广告建构及其对消费者的影响.
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