A Research On The Contemporary Chinese Advertising Criticism

Contemporary Chinese advertising criticism is divided into the three greatest types in this paper, namely advertising criticism in economy transformation, criticism in cultural transformation and criticism in new century. This is an all new trial in contemporary Chinese advertising and culture study realm.This study tries hard for to set out from the social realistic condition of contemporary China, use the logic and history method, carry on the analysis to the history material, and descript it, try hard for to attain to keep the history material vivid in the frame of the logic. This paper involved the Journalism, Communication, Literature, Sociology, Semeiology and Psychology, involving the standpoint and methods of the psychoanalysis, the cultural criticism, Feminism and west Marxist, thus make this study seems to be the visual field spacious, have the very strong comprehensive. While handle any advertising criticism of contemporary China, this text attains the ability to set out in its social milieu put at that time, from the angle of the social economy culture to take into the study as far as possible, analyzing the history that it appear inevitability, give to it contemporary China advertising, economy and the meaning of the cultures carried on the comment, thus can hold the critical total development trend of the advertising in contemporary China on the macro view, and then criticized the phenomenon to carry on to each advertising on the level of tiny view concrete, thorough analysis and investigate. From 1979 to 1990's, the people's viewpoint to the advertisement have two dimensions of plan" and" market". We can see the influence about the idea of "plan" and" market" to the contemporary Chinese advertising in the "for advertising positive", the influence to the news medium, the thought of advertising, art and reliability and to the criticism of the deceitful advertising.In the earlier article of the positive, the west advertising be called the capitalism advertising, the contemporary Chinese advertising be called the socialism advertising. The traditional political words of this kind of phenomenon enunciation bring about influence on life and thought still and powerfully, also reflecting the discourse of economic merchandise to pass into the traditional discourse inner part, at eliminate to solve this kind of political discourse hegemony slowly.Concerning the influence of advertising to the news medium, we see, contemporary Chinese advertising criticism mainly paid attention to thus two problems. First, release the advertising while is a form that sponsors to use the news; the news medium also passes to publish the economic information of the sponsors to obtain the benefits. Second, along with the development of the society economy, advertising in the news medium layout of printed sheet and times covers are more and more, start affecting to the medium from the economy infliction.To the thought and the direction problem of contemporary Chinese advertising, the criticizes first points out the consciousness appearance that "west advertising" permeate, advertising spiritual pollution phenomenon and Disobey-law phenomenon etc.. Criticize think that the reason that appear these problems is that the thought principle of socialism advertising without be persisted. Therefore, in order to resolve the advertising direction problem, some criticism put forward some projects or measure from the point of the political, some inquiries into the thought principle of the socialism advertising from the theories, provides the theories support for the direction problem. In fine, the thought and the direction problems of the advertising ever is an important topic that advertising criticism pay attention to of in 90's.Pass by a period of advertising practice, the people start know that the advertising is also a kind of art. The advertising criticism in contemporary China carries on the deep study on the beauty of advertising art by the comparison toward the advertising art and other arts. A reason that analyzed the deceitful advertising creation and deluge of the advertising criticism of contemporary China, inquired into the advertised reliability.Along with the reform thorough and society economy of development, China starts changing direction to the business society all-directionally. Be the nasty vanguard of the business culture and open a new road advertising, just have with it of permeate the dint to bring about huge influence on traditional culture more and more and greatly. Therefore, at the 90's in 20 centuries, the contemporary Chinese advertising criticism then vision hurl to the advertising affects the aspect culture to the tradition. At this time, advertising criticism mainly pays attention to three realms. First, the advertising affected the social language. The second, the advertising affected the influence of the life style and concept of value. The third, the advertising affected the people's sex idea in the social activities role.At concerning the problem that advertising influence society culture, the influence of advertising to society language enters the critical visual field first. Contemporary advertising criticism concerning advertising to rewrite idiom, to language of the usage that anti-norm turn and concerning advertising language of the phrasing problem, poetry mimicry problem etc., Is the critical discourse of concerning advertising language that Appeared in cultural transformation period.Along with advertising development in China, the advertising criticism start pays attention to the relation about advertising and society culture. First, advertising criticism to set out from the advertised manufacture and its function of promotion, paying attention to the influence that the traditional culture to advertising and advertise to publicize culture to the tradition, then attention to the influence that advertising put on to the cultural of the society, and carry on the initial study to advertising culture and it develop trend.The criticism to the advertising sex image has been continue till today since 90's in 20 centuries, and pay attention to the person of this problem more and more. This is a count for much phenomenon of contemporary China, among them implicit the information of the variety and social culture transformation of contemporary person's concept of value.Be affect by the development of economy and social thought, the advertismg criticism in contemporary China has two main characteristics, one is the concern to across-cultural communication, two is a great deal of west theories and method of humanities social science being used to shine on the advertising in 21 century. In regard to the first aspect, involve to two problems, namely international advertising communication in China, and international communication and the reply strategy of Chinese mainland advertising under the impact of international advertising; In regard to the second aspect, the psychoanalysis, semeiology, colonize theories, west Marxism and feminism affect very greatly to advertising criticism.The subconscious theories and the prototype theorieses of the western psychoanalysism influenced profoundly to the advertising of the Chinese contemporary, critisism make use of those theory investigated the advertising activity in the deep and mental phenomenon, and carry on the research and criticising about the subconscious claim of the advertising, the subconscious experience and the usage toward the prototypeThere are three kinds of semeiology theories: The philosophy semeiology theory, the language semeiology theory and symbol semeiology theory. These three kinds of semeiology theories all got the usage in contemporary Chinese advertise of research and criticism.To advertising of the ideology criticize, the Chinese advertising criticism is from the angle that the traditional elite culture opposes the public's culture, the standpoint and methods of the west Marxism criticize the advertising, neglect the social economic condition, also exaggerating the influence function of contemporary Chinese advertising.At the new century, the advertising criticism of China thinks that China is already a consumerist, and maintain negative attitude to advertisement mostly, they pay attention to the advertised economic function, culture-suppress function, neglecting the democracy function of advertising.In 21 centuries, continental advertising in China entered the ages of the globalization communication it may be said, across-culture to become the very important topic of advertising critical. This period concerns the international advertising and across-cultural advertising communication especially the problem of the cultural conflict and "the culture colonize".The advertising criticism in contemporary China is the outcome of the Chinese social economy and the cultural development, having own characteristics and developing regulation, and the advertising criticism within these three discourse has social history reason that it appear.