摘要
在物质生活相对富裕的今天,消费者需求的天平开始由"物质功能"向"精神需求"倾斜。意识形态广告,站在诠释与利用文化的立场,以对消费者精神世界的点拨与重构,将物质商品置入精神世界的框架中,使其成为满足某种心理需求的"隐喻",基于被广告激发的精神需求,驱动了商品的消费。
With today＇s material life being relatively rich , the consumer demands change from satisfying substance function to spiritual needs .Ideology advertisement , which stands on interpreting and utilizing culture , infiltrates the influence of mental world into material goods by guiding and renewing consumer mental world .Thus, material good, to some extent, represents a kind of significance that can meet certain psychological demand .
出处
《西安文理学院学报（社会科学版）》
2014年第3期94-96,共3页
Journal of Xi’an University(Social Sciences Edition)
关键词
意识形态广告
消费
精神需求
建构
ideology advertisement
consumption
mental demand
construct
