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电视广告的最显著效用,该是让观众领会商品对生活的价值了。商品积压着,电视广告一宣传,销路就打开了。广告的巨大征服力由此可见一斑。但我这里要说的是,电视广告具有另一种更微妙而深刻的效用:为公众创造一种日常生活的商品神话。日常生活需要商品,尤其是当代日常生活更离不开方便、舒适、价廉物美的商品。厂家自然希望人人都用他的产品,以便确保利润丰厚,财源滚滚。但中国公众却未必以为然。当代中国公众的意识里也许还残存着某种自古以来根深蒂固的传统信条:在三教九流中,商人是被排在最末的位置上,而经商赚钱自然也
The most significant effect of TV commercials is to make the audience understand the value of goods to life. Backlog of goods, television advertising a publicity, sales opened. The huge conquest of advertising is evident. But what I am trying to say here is that TV commercials have another, more subtle and profound effect: creating a commodity myth of everyday life for the public. Daily life needs goods, especially contemporary daily life more inseparable from the convenience, comfort, cheap goods. Manufacturers naturally hope that everyone will use his products in order to ensure lucrative profits. However, the Chinese public is not convinced. There may still be some traditional deep-rooted traditional dogma in contemporary Chinese public consciousness: among the best of the best, merchants are ranked in the very last position, and making money through business naturally