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西方符号交换和消费社会理论的主要代表人物让·波德里亚指出:“要成为消费品,物品必须变成符号,即它必须用某种方式外在于这种和生活的联系,以便它仅仅用于指意:一种强制性的指意和断裂;它的连续性和意义反而要从与所有其他物类符号的抽象而系统的联系中来取得。正是以此方式,它变成了‘个性化’(Personalized),并进入了一个系列等,它被消费,但不是它的物质性,而是它的差异性。”~①这表明,在消费社会里要把商品销售出去,必须将它符号化,而要做到这点,又主要依靠广告来实现。由于此种类型迥异于传统的产品消费式广告——它主要为产品附加一种与其功能没有内在联系的社会意义、社会思想或
Jean Baudrillard, the leading representative of the theory of Western symbolic exchange and consumer society, states: “To be a consumer product, an item must become a symbol that it must somehow be external to this connection to life so that it can only be used To mean: a compulsory signification and rupture; its continuity and meaning, on the contrary, is derived from the abstract and systematic connection to all other signatures of the species, and it is in this way that it becomes’ Personalized, ”and entered into a series, etc., it is consumed, but not its materiality, but its difference.“ ”This shows that in the consumer society to sell the goods, it must be To symbolize it, but to do this, but also rely mainly on advertising to achieve. Because of this type is very different from the traditional consumer products advertising - it is mainly attached to a product with no intrinsic meaning of its social significance, social thought or