意识形态广告的解读

摘要

Influenced by structuralism and post-structuralism, modern western Marxist understood ideology as meaning construction process, along with the ideology ads of this process evolved, with its special creative way to build, resulting in a creative the deconstruction difficulties. Ideology Advertising has its special means of communication, and the triple bottom line of commercial value, social value and aesthetic value.%　　意识形态广告是一种需要具有特定文化背景的想像，用独特视角观察客观世界的方法，以表达受众内心感受、价值观念、潜在需求的一种广告创意形式。受结构主义和后结构主义的影响，现代西方马克思主义者将意识形态理解为意义建构的过程，伴随着这一过程发展而来的意识形态广告，以其特殊的创意构建方式，造成了创意解构的重重困难。意识形态广告具有其特殊的信息传达方式以及商业价值、社会价值和美学价值三者并重的价值属性。