Research On Advertising Discourse System From The Perspective Of Media Culture

In many forms of media culture today,advertising is influential.As a unique discourse carrier,advertising with its rich commodity character in modern society life permeates widely,expanding under the new situation of the advertising codes meaning and thus shaping the new meaning of space.Advertising discourse which based on advertising discourse system follows the personality of the media culture internal logic operation.It extends the meaning architecture of modern life which affects advertising discourse audience's values and behavior choices of consumption society profoundly.Based on the classical theory of media culture,this paper is from the system construction of advertising discourse,exploring critically the views of the field combining closely with the research of media culture.Digging the conduction mode of advertising discourse meanings to summarize the internal logic operation of advertising discourse system under the background of the media culture infiltration,to reveal its operation mechanism in ideological and deeper meanings so as to draw lessons for advertising discourse practice from the strategic.This article is explained from five parts.The first part defines the concept of advertising discourse and advertising discourse system from the perspective of media culture research.The second part further studies the advertising discourse system,combing the classical media culture theory,combing the media culture characteristics of the advertising discourse system,and concretely interprets the commercialization,disciplining and cater of the advertising discourse system.The third part of this paper explores the narrative basis of the advertising discourse system under the media culture,and combines some cases,specifically analyzes where,what and how to say with the theories in the advertising discourse,including the building of meaning space,symbolic meaning link and text ideation which are three essential basic branches.The fourth part explains the operational mechanism of the discourse system on the basis of the narrative.The related theory of "discourse power" is used to explore the regulation of advertising discourse power in ideological level,to analyze the operating principle of advertising discourse system,to explain how the audience's consciousness is changed and regenerated,and then to influence the choice of behavior.Finally,this paper summarizes the practice strategies of advertising discourse under media culture in the application dimension,and predicts the future of discourse space.