商业广告中健康观点的符号化及其消费研究.pdfVIP

辑表达方面，一是通过包装与隐藏，凸显健康的特性，弱化其不健康的方面。二 是通过双重言说，将广告商的意图蕴含在对消费者的关怀中，间接塑造消费方式。 三是将健康与美丽、成功、送礼、传统文化等概念捆绑起来，增强说服力。 作为一种重要的大众传播形式来讲，广告可以向公众传递健康信息，并且通 过“议程设置”功能反复向社会成员强调健康的重要性。但是，广告终究是一种 以商业利益为导向的传播形式，因此出现了伪健康传播，包括健康概念滥用造成 的健康的游离、错误的健康信息对消费者造成误导、将广告伪装成其他节目形式 欺骗消费者等。广告商应该合理使用符号，遵循广告伦理，在商业利益和社会责 任之间做出平衡。 关键词：广告；符号；健康；消费 2 万方数据 The symbolization of the health in commercial advertising and its consumption Abstract Health is one of the most basic human needs. In mass communication,health becomes a social topic from a private body state.With the development of science,technology and medicine, human can artificially interfere with health.many people choose a product for one reason that it is good for health.So health becomes an important factor for advertisement to attracts consumers. The concept of Health is divided into several different levels: not to get sick,to function effectively,to synthetically make use of different body parts,to adapt to the society in physiology, psychology and morality. In this paper, health specially refers to the health of body, not including mental health. Health is both physiological needs and spiritual goals.according to its dual attribute， health needs can be divided into fixing health needs and promoting health needs .Fixing health needs correspond to not to get sick ，which make consumers feel safe. Ads which appeal fixing health needs pay more attention to material effect. Promoting health needs correspond to function effectively and synthetically make