A Philosophical Interpretation Of Advertising Culture From The Perspective Of Critical Theory-Research On The Application Of Ideological Communication Mode In Advertising Culture

Taking the study of advertising culture criticism as the starting point,this thesis systematically and briefly expounds several aspects of advertising culture criticism.Based on the theory or principle of the ideology of social philosophy or political philosophy in the field of advertising culture,it innovatively explores the operating principle and social practice of advertising ideology.Then,according to the operation mode of advertising ideology,the thesis projects its application in the field of major consumer goods and puts forward the criticism of advertisement ideology.Finally,it puts forward some strategic suggestions on the construction of the mainstream ideological responsibility and the path to realize it.Specifically,this paper focuses on the research field of contemporary Chinese advertising culture criticism,which is systematically and briefly sort out mainly in the aspects of semiotics orientation,psychoanalysis orientation,cross-cultural communication orientation,consumer culture orientation and gender image orientation.Through this carding,in the study of the advertising ideology in the category of philosophy,I will lay a solid theoretical foundation for establishing the research focus and exploring the path and mode of ideological control of advertising communication.The study of the ideological theory in the consumer society and the relationship between ideology and advertising culture is mainly carried out by combing the development of ideology theory and studying the ideological influence and control on advertising in the consumer society and other content.And making a basic study on the application of ideology in advertising practice with the help of consumer culture theory,ideology and social reproduction theory,ideological social cohesive agent theory,the relationship between ideology and mass communication,as well as the unconsciousness of advertising ideology and theoretical depth analysis like Audience Subjectivity.At the same time,in order to innovatively carry out the research,this paper makes a systematic carding and generalization about the current situation of the research on Chinese contemporary advertising ideology.The focus of this paper is on the research of contemporary Chinese advertising ideology theory and practice,which mainly concentrates in three areas:(A)The ideological manifestation of modern advertising culture in the consumer society.It summarizes the advertising ideology Manifestation from nine aspects of,implicit hegemony of advertising in communication,self-actualization in the consumer world,multi-compound ideology pattern,the routinization of ideology,the ideological sphere of Western cultural hegemony,the division of ideology to social class,the technology of the media reconstructing the way and the results of the communication,the fragmentation of ideology and interaction generated by the subjectivity of the audience.(B)It analyzes and reveals that advertising ideology has the characteristics of practicality,dependency,class,concealment,system,independence and so on.(C)It analyzes and constructs eleven running modes of advertising ideology that are loading the advertising ideographic information in a visual image,creating meaning or constructing the concept of the world to directly convey the advertising ideology information,building advertising secular belief systems in a grand narrative strategy,legitimizing advertising ideology in a rational,generalized and narrative strategy,building and supporting advertising ideologies in a virtualized strategy,constructing a unified mode in a standardized and unified symbolic strategy,implementing a decentralized mode of advertising ideology operations in a differentiated and exclusive strategy,constructing the mode of advertising ideology in a natural and eternal strategy,constructing the audience influence model of advertising ideology with double words of the surface and words,"discourse structure" of advertising constructing the power relation mode of advertising ideology,advertising ideology of the entertainment model bypassing the audience's rationality and direct access to the audience's subconscious.All the analysis of the advertising ideology,manifestations and modes of operation,elaborates with exact cases of advertising,that is,using the second stage of the deep hermeneutics to reveal its symbolic form,and using the third stage of deep hermeneutics,interpreting based on the symbol analysis and revealing the significance of analysis of ideology.The operation mode of the construction of ideology of advertising,and then analyses the empirical research on the application of advertising model in the consumer society ideology in advertising communication,the implementation of the unified ideology in advertising symbolic model to reshape consumer food consumption intention;automobile consumption,the "grand narrative" to construct a new secular belief;the pattern of advertising ideology to create brilliant,real estate sales of consumer durable goods,the eternal temptation;object specific mode of advertising ideology;the surface and the deep connotation of constructing double speech,online advertising;advertising beer,to make it become a symbolic form from the breath of abstinence forbidden fruit;advertising discourse structure model construction of the audience identity,etc.,to the consumer focus in the field of ideological analysis as a starting point,to carry out wide Ideological criticism.Finally,advertising is the mainstream ideology of the responsibility and the way to do a preliminary exploration.For the advertising culture in the concept of value,people's consumption consciousness,life attitude,construct a healthy ecological advertising visual culture,puts forward strategic thinking.