从受众消费心理看后现代广告文案的价值——以许舜英的后现代广告为例.pdfVIP

摘 要 摘 要 科技的进步，产品的同质化，消费市场的日渐成熟，服务竞争的主导地位，以消费 为目的以及大众共同的消费行为，这些新的社会属性，都意味着我们已经进入后现代社 会。后现代社会是一个自由、个性、反叛、另类、“怎么都行”的社会，在这个社会群 体里，消费者有自己更独特的努力和追求。广告作为社会文化的一种反映，也体现了后 现代文化的一些内涵，后现代广告中充斥着物欲、消费、流行、女权、个性、另类等理 念， 这些理念既符合现代人类的消费心理，又体现了当今社会的文化本质。虽然后现 代广告有一些消极影响，但作为一个正在成长的新的广告形式，它符合现代社会的广告 创作，并对当今广告发展产生了一定影响。 关键词 后现代 后现代广告 消费心理 受众需求 I Abstract Abstract Some new social attributes such as the advancement of science and technology, the homogeneity of the products ，the mature of consumer market day by day, the leading status of service competition, the purpose of consuming and masses common consumer behavior, have been meant that we have entered the postmodern society. The postmodern society is a freedom, individuality, rebels against, unique , everything is ok society, in this social group, the consumer has a more unique diligently and pursue. The advertisement, as a kind of reflection of social culture, also reflects some contents of postmodern culture, in the advertisement floods the idea of the desire for material welfare, the expense, the popular, the womens rights, the individuality, the unique and so on, these ideas both conform to the modern consumer’s expense psychology, and has manifested now societys cultural essence. Although postmodern advertisement has some negative effects, as a new growing advertisement form, it conforms to the modern advertisement creation, and has certain influence to the nowdays advertisement development. Keywords Postmodern Postmodern advertisement Consume