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英国essay代写:Advertising socialization and social advertising

2018-09-06 | 来源:51due教员组 | 类别:Essay代写范文

本篇essay代写- Advertising socialization and social advertising讨论了广告社会化与社会广告化。广告社会化,就是广告向社会时空全面扩张的过程,其结果是广告蔚然成为现代社会的文化样式,而社会广告化则是广告这种文化样式的特有话语理念和叙事方式向民众渗透的过程,其结果是成为社会的普遍接受的思维方式和行为模式。从广告社会化到社会广告化,其实质就是广告影响从社会文化表层深入到社会文化深层的过程。本篇essay代写51due代写平台整理,供大家从参考阅读。

Advertising socialization,social advertising,essay代写,代写,paper代写

Advertising, the "folk custom" of modern industrial society, has great penetration power and great influence on society under the promotion of industrial capital and modern media. The influence of advertisement on society can be roughly summarized as the process from socialization of advertisement to socialization of social advertisement. The former is the process of advertising time and space to the society overall expansion, as a result, advertising become the cultural style of modern society, the latter is the cultural style of advertisement discourse unique concept and narrative way to the process of infiltration, the result is a society generally accepted the construction way of thinking and behavior patterns of advertising, advertising bubble evolved a variety of society.

Modern advertising with the help of industrial capital and mass media has strong penetration. Advertising not only fills the space and time of our lives, but also permeates our consciousness, affects our behavior and becomes an important part of our personal life and social culture.

The influence of advertisement on social culture, we can sort out a path from the socialization of advertisement to the socialization of social advertisement from the history of modern advertisement more than 200 years. The former is the process of advertisement's comprehensive expansion into social space and time, and the result is that advertisement has become the cultural pattern of modern society. From the socialization of advertisement to the social advertisement is the process of the influence of advertisement from the surface of social culture to the depth of social culture.

With the development of industrialization and media technology, advertising is continuously socialized: the number of advertisements is constantly increasing, and the space is constantly expanding, covering almost every corner of our life. As McLuhan put it, advertising is the "folk custom" of our society.

Before the industrial revolution, social productivity is low, the family of manual mill production product quantity is very limited, and is given priority to with self consumption, market exchange of goods, in this era of commodity supply and demand two anemic, advertising the lack of the basis of the survival and development, those who appear in selling merchandise sales site, processional banners, commodity display, such as "advertising", not only few in number, transmission and radiation ability is also very limited.

Driven by a series of technological revolutions represented by steam engine, human beings changed from human production to machine production, which provided the market foundation for the rise and development of advertising and advertising industry. All kinds of standardized products are flowing to the market. Manufacturers need more consumers to buy these products. At the same time, the products produced by machines are more economical and of better quality than those produced by household handicrafts and workshops. As a result, advertising has become a common demand of both the supply and demand of the commodity society. Mass consumers also need advertising to understand all kinds of goods.

In modern industrial society, both producers and consumers need the circulation of commodity information, and mass media play an important role in the circulation of commodity information. If the modern media has greatly improved the communication scope and radiation capacity of advertising, then with the popularization of electronic media, network media and mobile media, advertising, as a commodity information communication form, has been continuously socialized. Advertisement enters each corner of society through various mass media, as long as there is consumer existence, there will be advertisement patronize. By the middle of the 19th century AD spending in the United States was virtually zero. By the end of the 20th century, AD spending was close to $200 billion a year. In 1979, when China resumed advertising, the advertising revenue was only 10 million per year. In 2000, it exceeded 70 billion, while in 2012, it exceeded 400 billion. Along with the advertisement fee increases year by year, the advertisement amount increases unceasingly, already achieved today omnipresent situation.

Advertising is the lubricant of industrial society and part of the capital operation of industrial society. When a steady flow of goods comes off the production line, what the producers need to solve is the outlet problem of the goods, otherwise the whole industrial large machine production system will be unable to operate continuously, and the industrial capital will not only be hard to obtain profits, but also inevitably lose all of its capital. As another kind of investment of industrial capital, advertising aims to make the public consume these commodities more and more quickly, so as to ensure the normal operation of the huge commodity production system. The capital source and heavy burden of advertising determine the purpose of advertising -- to motivate the public to buy and consume goods or services, and also determine the value of the function of advertising goods and consumption -- to beautify the enjoyment experience of consumption. Some people criticize advertisements for "persuading people to buy things they don't want", which is the essence of advertisements.

Advertising not only disseminates information and knowledge about commodities, but also ACTS as a consumer mentor, indoctrinating people with concepts on commodities, commodity value, commodity consumption, lifestyle and life attitude. Only when consumers accept the various concepts of advertising sales and change their original concepts, will their consumption desire and consumption continue to increase.

Advertising constantly promotes various ideas to the consumer public, playing the role of mass educator in modern society. In the 1950 s, American historian David M potter fully realize the education functions of advertising. In porter's view, the significant influence of advertising is not in the field of circulation economy, and on the value of our society, he thinks that advertising has a similar function in the traditional education institutions such as schools, churches, is the power of the common value standard, is one of the few mechanism to carry out the social control, the difference is that advertising is rich social mechanism, and school and the church is not exclusive rich society.

The relationship between advertisement and social culture -- that is, whether advertisement reflects social culture or influences social culture -- has always been controversial. From the perspective of advertisement, we have proposed that there are four kinds of relationship between advertisement and culture, which cannot be simply reflected and influenced. In terms of advertising promoting culture, it can be concluded that advertising is an important driving force of consumer society and consumer culture. The most important foundation for the formation of consumption society and consumption culture is the affluent commodity society brought about by industrial economy. Advertising, on the other hand, changes the public's commodity view and consumption view and stimulates the public's consumption pursuit through promotion and reinforcement of various concepts conducive to promoting consumption. "For the first time in our history, thousands of trained men and women have used up all their time to infiltrate the collective public mind," McLuhan notes. The aim is to manipulate, exploit and control, to fan the flames rather than to inspire.. That's what a lot of advertising does, and a lot of entertainment does. Advertising has great influence not only because of a large "well-trained" professional team, but also because of huge capital. Advertising spending has been growing along with GDP growth, with U.S. AD spending accounting for more than 2 percent of GDP in the long term, and Chinese AD revenue close to 1 percent of GDP. As Mr McLuhan puts it, "commercial education is both hugely expensive and hugely influential, and that's a small amount of money compared to the big schools." Although many people find advertising sales force not so big, many people think that their own consumer behavior will not be about advertising, but these super advertisers procter & gamble, Coca-Cola, as always, invested heavily advertised, this suggests that advertisers always think advertising sales force can be trusted, advertising is worth the investment, advertisers know advertising effect.

The consumerism trend and consumption practice that emerged in the United States in the 1920s has become a global consumption culture. Although there is a social basis for economic prosperity, there is no doubt that modern advertising plays an important role in the construction and communication of consumption culture. Through the setting of consumption "agenda", the advocacy of consumption concept and the display of consumption behavior, advertisements guide people to pay attention to consumption behavior, recognize commodity value, pursue consumption fashion and enjoy consumption life.

In order to promote, the function and value of goods are greatly magnified. Advertising is an important mode of "problem - solving", usually the so-called "problems" with people worry, fear, and a tone of such as are of the opposite sex, classic features lost will lead to marriage, dry hair will lose its successful business opportunities, children don't learn English will lost bright future, and to buy gum using advertising, cosmetics, shampoo, English learning machine to avoid these problems. The opposite model is "use-success," in which the use of a product is welcomed by the opposite sex, conjured up by couples, helps you succeed in your career, and gives your children a future. Advertisements associate commodities with concepts such as health, cleanliness, beauty, popularity and love. If you do not believe in advertising, all kinds of misfortune will occur to you. If you believe in advertising, everything will go well.

Advertisements constantly stimulate people's desire and dignity in order to promote consumption. Advertisements trumpet the exalted status of commodities, such as high-end communities in real estate advertisements, luxury houses near the water, elegant enjoyment, etc., and exaggerate the small technology of commodity improvement, such as tens of millions of pixels in mobile phone advertisements, ultra-thin design, ultra-wide screen and so on. Advertisements constantly set standards for various consumption pursuits and the agenda of commodity consumption, making people feel that only by obtaining the commodities in advertisements can they be truly respected and admired by others, otherwise they will appear poor and fail to raise their heads in social exchanges. In a country where face is still important to life, advertising is very effective. As a result, people's possession of goods and desire for consumption have been increasing without end.

Advertising to attract consumption, vigorously rendering goods consumption experience. Advertising often to use associated with a variety of positive emotions, such as a bottle of cola, a box of instant noodles, can let you happy and happy, can create elegant way of life for a cup of coffee, a box of health care products, a box of chocolate can make you and elder rapport, and a loving lover, a piece of biscuit can increase the fun of the family. It is easy for the public to have various illusions about consumption behavior and the consequences of consumption, equating commodity consumption with happiness, happiness and self-indulgence.

In order to attract more groups of people to spend money, advertising has created a variety of symbols. The so-called "positioning" in the advertising theory is, in essence, differentiation, aiming to distinguish the function/value of the product or brand and the target consumer group from other products or brands and establish a unique position in consumers' mind. The "differentiation" of positioning is the symbolization of commodities or brands, because the meaning and value of a symbol is determined by its differences with other symbols in the symbol system. The advertisement tries to make the corresponding relationship between commodities and brands and consumers' social identity, status, personality and group. Not only is it a luxury product, but ordinary commodities such as cola drinks and casual clothes can become the symbol of different groups, namely, "I will consume what I am" or "I will consume what I am". What people consume is not the commodity itself, but the difference between commodities. Commodity symbols have become a social classification standard. Commodity symbolization leads to fundamental changes in consumers' concept of commodity and consumption, the original meaning of commodity and commodity production is distorted, the value of commodity is also changed, symbol value becomes an important attribute of commodity, and the function and use value of commodity falls to a secondary position. As the commodity symbol changes unceasingly, causes the commodity life cycle to be shorter and shorter, the consumer enters the endless symbol chase competition, causes the human resources and the resources huge waste. In more than 30 years of reform and opening-up, the Chinese people's views on commodities, consumption and lifestyles related to commodity consumption have changed dramatically. With the continuous socialization of advertising forms, the consumption ideology of advertising has become increasingly systematic. Various concepts of advertising promotion have been widely accepted by the public and put into practice in life. By comparing the concepts advocated by advertisements with the traditional values advocated by churches, schools and parents, it is not difficult to find that the concepts of commodities and consumption advocated by advertisements have overstepped the traditional mainstream value system and become a widely accepted consciousness in society. The traditional virtue of "thriftiness" has been regarded as stingy, and the traditional virtue of debt consumption has been renamed as modern "mortgage". Owning material and enjoying consumption have become an important part of our life and an important way of spiritual consolation.

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