CAJ | 학술논문

在现代广告的意义场域中，超现实化的符码构筑乌托邦世界，过度展示虚假需求忽视了普通人的真实生存状态，其单向度逻辑剥夺了普通受众的文化选择权。在现代广告的审美空间中，基于叙事模式化、形象脸谱化、表征同质化的惯常性存在，广告被异化为循环往复的无意义活动，原有概念丧失实质性内涵而只剩躯壳，大众沉迷于狂欢式的感官愉悦之中。对现代广告进行社会文化批判，旨在探讨其价值状态和审美症结，提供界定广告本质的反思之维。
재현대엄고적의의장역중，초현실화적부마구축오탁방세계，과도전시허가수구홀시료보통인적진실생존상태，기단향도라집박탈료보통수음적문화선택권。재현대엄고적심미공간중，기우서사모식화、형상검보화、표정동질화적관상성존재，엄고피이화위순배왕복적무의의활동，원유개념상실실질성내함이지잉구각，대음침미우광환식적감관유열지중。대현대엄고진행사회문화비판，지재탐토기개치상태화심미증결，제공계정엄고본질적반사지유。
In the meaning field of modern advertisements, surreal codes are used to construct Utopian worlds. Excessive expression of false demands ignores the real living conditions of the ordinary people; such one-dimensional logic deprives the general audience of their cultural options. In the aesthetic sphere of modem advertising, advertisements are based on the stereotyped narration, similar images, homogeneous representation; and they are alienated to be in a meaningless recycle of activities. The original concept has lost its fundamental connotation with the outer form left, causing the public to be indulged in carnival sensual pleasure. The criticism of social culture in modern advertising is meant to probe its value and aesthetic crux so as to offer reflections on the nature of defining modern advertising.