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广告成为后现代社会生产体系的一部分。广告不是制造商品的物理形态,也不是创造商品的使用价值,而是制造商品符号,创造商品符号价值。按照马克思的经典理论可以将商品的价值分为使用价值和交换价值。而在商品符号化以后,商品卖的已不单单是它的使用价值,同时还包括商品象征意义的符号价值。很多著名的奢侈品牌的使用价值跟一般的稍微好一点的商品使用价值并没有什么区别,但是奢侈品牌象
Advertising becomes part of post-modern social production system. Advertising is not the physical form of goods, nor is it the value of creating goods, but the symbols of goods and the value of goods. According to Marx’s classical theory, the value of commodities can be divided into use value and exchange value. After the symbolization of the commodity, the selling of the commodity has not only the value of its use, but also the symbolic value of the symbolic meaning of the commodity. The use of many well-known luxury brand value with the general slightly better value of the use of goods and no difference, but the luxury brand