论文部分内容阅读
广告借助资本、知识和暴力,在强大的利益驱使和媒介的话语失衡状态下,成为一种话语霸权。受文化修养、知识水平、社会阅历和身体状态等因素的影响,儿童、老人和女性常常成为广告话语霸权的牺牲品。文章梳理了在广告话语霸权下的消费者特征,分析了广告话语霸权对消费者的影响,指出消费者虽然是广告话语霸权的受害者,处于责任的被动方面,但作为企业社会责任的外部制裁力量,消费者社会责任的确立,对改善我们的社会环境、市场环境、消费环境和广告环境,对真正维护好消费者的合法权益,有着极其重要的意义。
With capital, knowledge and violence, advertising becomes a discursive hegemony under a powerful interest-driven and media discourse imbalance. Affected by factors such as cultural accomplishment, knowledge level, social experience and physical status, children, the elderly and women often become victims of advertising discourse hegemony. The article combs the consumer characteristics under the advertising discourse hegemony, analyzes the influence of advertising discourse hegemony on the consumers, points out that although the consumer is the victim of advertising discourse supremacy and is in the passive aspect of responsibility, as an external sanction of corporate social responsibility The establishment of power and consumer social responsibility is of great importance to improving our social environment, market environment, consumer environment and advertising environment, and truly safeguarding the legitimate rights and interests of consumers.