| 经济全球化下在华跨国公司广告传播的意识形态分析 |
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| 引用本文： | 洪梅.经济全球化下在华跨国公司广告传播的意识形态分析[J].湖南工业职业技术学院学报,2007,7(1):74-77. |
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| 作者姓名： | 洪梅 |
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| 作者单位： | 湖南师范大学新闻传播学院,湖南,长沙,410081 |
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| 摘 要： | 现在无所不在的广告正在上演一出意识形态化的戏剧,对于大众的生活产生巨大的影响。而在经济全球化的背景下,跨国经济势力(各种跨国企业以及跨国广告公司)在中国的出现和迅速发展,给广告传播的意识形态研究带来新的课题。本文将扫描跨国势力于中国经济和广告业的渗透现状,并对在华跨国广告的意识形态建构及影响和中国大众的解读状况进行分析。
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| 关 键 词： | 意识形态 经济全球化 跨国广告 建构 解读 |
| 文章编号： | 24218492 |
| 修稿时间： | 02 20 2007 12:00AM |
The Didcuss of the Ideology in Adrentisement Communication of Multination Company in China in the Situation of Economic-Globalization |
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| HONG Mei.The Didcuss of the Ideology in Adrentisement Communication of Multination Company in China in the Situation of Economic-Globalization[J].Journal of Hunan Industry Polytechnic,2007,7(1):74-77. |
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| Authors: | HONG Mei |
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| Affiliation: | Hunan Normal University, Changsha 410081, Hunan |
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| Abstract: | At present,the immanent ads are playing an ideological drama,that has a great effect on mass life.In the background of economic-globalization,the multinational economic forces(including all kinds of multinationals and the multinational ad companies)have emerged and developed rapidly in China,which brings a new task to the ideology research in ad communication.This paper will describe what part the multinational forces play in Chinese economy and advertising,and analyze the ideological construction and effect of the multinational ads in China,and then the decoding status of Chinese mass. |
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| Keywords: | ideology economic-globalization multinational ad construct decode |
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