CAJ | 학술논문

技术的进步、生产的发展促使生产社会向消费社会的转变。消费社会使物的符号编码成为必然，能否使大众接受符号编码是编码成功与否的关键。广告商为了能够更好地吸引受众对自己产品的注意力，他们利用消费者的符号拜物教的心理，充分地利用语言的可变性特点，使出浑身解数对广告语言进行创新变异。该文通过分析广告语言变异现象，目的在于帮助人们认识符号的真正意义进而清楚的认识符号拜物教的本质，从而引导大众树立正确的价值观和消费观。该文也分析了广告语言变异的负面影响，旨在帮助消费者更好地理解广告语言，有助于广告语言的规范化，并有助于语言学习者正确看待和使用异化语言，实现净化语言的目的。
기술적진보、생산적발전촉사생산사회향소비사회적전변。소비사회사물적부호편마성위필연，능부사대음접수부호편마시편마성공여부적관건。엄고상위료능구경호지흡인수음대자기산품적주의력，타문이용소비자적부호배물교적심리，충분지이용어언적가변성특점，사출혼신해수대엄고어언진행창신변이。해문통과분석엄고어언변이현상，목적재우방조인문인식부호적진정의의진이청초적인식부호배물교적본질，종이인도대음수립정학적개치관화소비관。해문야분석료엄고어언변이적부면영향，지재방조소비자경호지리해엄고어언，유조우엄고어언적규범화，병유조우어언학습자정학간대화사용이화어언，실현정화어언적목적。
The advances in technology and the development of production promote the shift from the production society to the consumer society. Consumer society makes the symbol encoding of things become inevitable. Whether advertisers can make the public accept the symbol encoding or not is the key to the success of the encoding. Therefore, in order to better attract the atten-tion of the audience to their products, the advertisers use the consumer’s psychological symbol fetishism, take full advantage of the variability of language and make their every effort in the innovation and the variation of advertising language.This paper ana-lyzes the phenomenon of advertising language variation, which aims at helping people understand the true meaning of symbol and the nature of symbol fetishism clearly, and then guiding the public to establish the correct values and consumption views. Moreover, this paper also analyzes the negative impact of the phenomenon of advertising language variation, which aims at help-ing consumers better understand the advertising language, and helping language learners have a correct understanding of language variation and use it correctly, whose aim is to achieve the purification of language.