论文部分内容阅读
20世纪的美国社会生活是影响广告发展及广告内容、形式的重要因素,因而广告反映着特定时期的社会生活与文化变迁。文章以20世纪美国社会生活为背景,以20世纪美国的商品广告为主要研究对象,阐述了美国20世纪商品广告的类型及其社会文化内涵。主要探讨了汽车的普及与汽车广告,家庭生活观念与家用电器、日用品广告,大众消费实践与食品、服饰广告,围绕经济发展、消费实践、生活方式与广告发展的关系,力图分析并揭示消费与广告、社会生活与设计活动中的丰富社会文化内涵。
The social life of the United States in the 20th century is an important factor influencing the development of advertising and the content and form of advertisements. Therefore, advertising reflects the social life and cultural changes in a specific period. Taking the 20th century American social life as the background and the 20th century American commercial advertisement as the main research object, this article elaborates the types and socio-cultural connotation of American commercial advertising in the 20th century. Mainly discusses the automobile popularization and the automobile advertisement, the family life concept and the home appliances, the daily necessities advertisement, the mass consumer practice and the food, the clothing advertisement, around the economic development, the consumer practice, the life style and the advertisement development relations, seeks to analyze and reveals the consumer and the Advertising, social life and design activities in the rich social and cultural connotation.