【作者】 杨璐；

【导师】 傅根清；

【作者基本信息】 中国海洋大学 ， 汉语言文字学， 2011， 硕士

【摘要】 本文以近年来西方大量牛仔裤平面广告为研究对象,在把握牛仔裤及其广告发展脉络的基础上,从符号学、文化学的角度来分析牛仔裤广告,试图探寻牛仔裤广告在符号运用、创意表现方面的特点,解读其中蕴含的文化现象和理论,并希望通过牛仔裤广告这一媒介,来透视全球化背景下,东西方文化的交融与冲突,以及我们对于西方文化应该采取的态度和立场。原本属于蓝领阶层的牛仔裤,最终受到全社会青睐,风靡全球并经久不衰。究其原因,无疑与其深层文化内涵密切相关。牛仔裤源自西方,其文化内涵也是西方文化的集中体现。在产品同质化趋势加剧的现代消费社会,广告不仅向受众传递商品信息,说服其采取购买行为,还影响着受众的生活方式、价值观念和精神取向,更成为了现代文化的传播者与创造者。在信息爆炸、消费文化膨胀的时代,广告符号运作呈现出越来越明显的意识形态化趋势。许多牛仔裤品牌凭借着对广告符号的娴熟运用,在实现精彩创意的同时,也试图向消费者灌输消费至上的消费意识形态,借此来贩卖产品。牛仔裤广告引领了牛仔裤文化风潮。通过研究牛仔裤广告中的各种图像符号(主要包括人物符号、服饰符号、色彩符号、环境符号)和语言符号,我们得以解读牛仔裤的深层文化内涵及其背后的意识形态,特别是消费意识形态。牛仔裤文化中还体现着人文主义、后现代主义等文化思潮,并渗透着西方大国的文化霸权。进入全球化时代后,东西方多元文化之间的交流与互动增多,但同时西方文化霸权也开始借助大众传媒的力量,向发展中国家大规模地输出其文化产品和价值观念,进行文化扩张。中国的媒体和广告界只有积极创作体现主流文化价值的作品,使自己的文化真正强大,才能最终抵御西方强势文化的冲击。更多还原

【Abstract】 This thesis, based on grasping the development of jeans and jeans advertisements, analyzes a large number of recent western jeans advertisements from the point of view of Semiotics and Culturology. And the purpose of this thesis is to explore the features of symbolic using and creative performance and interpret cultural phenomena and theories. Through this kind of media, jeans ads, it is possible to perceive interflow and conflicts between eastern and western cultures and know how to treat western cultures on the backgrounds of globalization.Jeans were costume of blue-collar at first, but nowadays they have been welcomed by all levels of society. And the reason is connected with their deep cultural connotations, which can reflect western cultures. In the modern Consumer Society, where the trend of product homogenization becomes more and more obvious, advertising does not only deliver commodity information to audience or persuade them to take purchasing action, but also affect their lifestyles, values and spiritual orientations. Moreover, it has been a communicator and a creator of modern cultures and has gotten symbolization in the times of information explosion and consumerist culture expansion. Lots of jeans brands use advertising symbols proficiently to achieve wonderful ideas; meanwhile they try to implant consumerist ideology to audience to sell products.Jeans ads promote the development of jeans cultures. By doing research on various kinds of symbols in jeans ads, pictorial and linguistic ones, it is feasible to find out their cultural connotations as well as ideology, especially consumerist ideology. And the concept of Humanism, Postmodernism and Cultural Hegemony can also be found in jeans cultures. With the coming of globalization, interaction among multiple cultures increases. At the same time, the western developed countries export their cultural products and values to the developing countries in a large scale by means of mass media, for the purpose of cultural aggression. Only with taking the initiative to produce cultural products which reflect the mainstream cultural values, can Chinese media and advertising strengthen their cultures and defense the attack of cultural hegemony.更多还原