The Meaning Construction Of Commercial Advertising Body Image And Spectacle In The Context Of Consumer Culture

With the development of society and the continuous change of digital technology,various communication service products and digital products are emerging one after another,which increasingly change people's lifestyles.In order to promote the purchase of goods by potential consumers,the merchants use advertisements to promote their products and in the advertisements,the human body is often used as the performance object to construct the consumption meaning spectacle.In this process,as a main visual symbol,the body establishes a kind of connection between potential consumers and goods,so that the advertisement achieves its purpose of conveying the meaning of the goods.Therefore,the author takes the human body as the starting point of this research,and selects the texts which take the the human body as the performance object in the print advertisements of information communication service and digital products of the IAI China Advertising Work Yearbook of 2013-2018 as a research case.In the context of Communication,this thesis is from the perspective of textual research,and takes the visual grammar theory of Painter et al.as the research framework,and the research methods of content analysis and qualitative research are used to explore the body image texts in these cases and examine the visual communication characteristics of image texts.Based on this analysis,the author focuses on the specific manifestations of the body in the information communication service and digital products plane of The Yearbook,and explores the visual metaphorical meanings contained in the body and its parts.Furthermore,the author probes into the relationships between people and things,between people and people to the human subjectivity constructed by the body in the advertisement,and then analyzes the society and ideology contained in these advertisements,and explores the construction process of communication and digital advertising spectacle,and critically analyzes the meaning spectacle of its construction.The study found that in terms of physical manifestations and characteristics,about 70%of the Yearbook's information communication services and digital product advertisement images take human body as the performance object,and the body has become one of the most common visual symbols for such advertisements.Among them,the "personal body" image is composed of people who exist in history,present and future,and people of different time and space show the light of the times.The "personal body part" image focuses on specific parts of the body,such as the eyes,ears,hands,etc.,highlighting the structural function pf the body;in terms of the construction of the body meaning,in the Yearbook communication and digital products advertisement,the image text and the textual text together constitute the meaning space of advertising,among which the vast majority of advertisements use the arrangement of graphic fusion to construct the body meaning,and the image occupies much more space than the text,reflecting the profound "visual turn" that is happening now.In this space of meaning,the human body is "empowered" by communication and digital products,which can not only break through the limitations of time and space,but also have functions that the original body does not have;in terms of the meaning spectacle of advertising construction,the two types of advertising images of the Yearbook construct a multi-dimensional view of the meaning of physical consumption.The physical spectacle is not only the spectacle of "self-gaze",but also the social spectacle that shows the relationship between "object and people" and "people and people".Meanwhile,the physical spectacle also reflects the digital survival spectacle of contemporary people.The interweaving of multiple spectacles obscure the true nature of the real world,causing people to fall into the quagmire of blind consumption in the illusory body image.