CAJ | 학술논문

随着中国广告产业的蓬勃发展，对于广告的文化批评也日益丰富。由于目前我国尚缺乏完善的广告批评体系，因此这些批评通常套用国外的现成理论体系，先入为主地将中国广告置于“消费”、“欲望”等语境下进行批评。这些批评，言说着广告对意识形态的控制、广告导致了消费主义、广告充满了对女性的歧视……文化批评者毫不犹豫地对广告抡起了大棒，一声“棒喝”到底是为了“敲醒”还是为了“打倒”，诸多学者站在不同的立场对广告进行批判，其目的性似乎不言自明。学者对中国现时广告的思考和批评实践值得赞赏，但如果脱离广告这一以实现经济价值为目的的经济学范畴，则略显武断和偏执。
수착중국엄고산업적봉발발전，대우엄고적문화비평야일익봉부。유우목전아국상결핍완선적엄고비평체계，인차저사비평통상투용국외적현성이론체계，선입위주지장중국엄고치우“소비”、“욕망”등어경하진행비평。저사비평，언설착엄고대의식형태적공제、엄고도치료소비주의、엄고충만료대녀성적기시……문화비평자호불유예지대엄고륜기료대봉，일성“봉갈”도저시위료“고성”환시위료“타도”，제다학자참재불동적립장대엄고진행비판，기목적성사호불언자명。학자대중국현시엄고적사고화비평실천치득찬상，단여과탈리엄고저일이실현경제개치위목적적경제학범주，칙략현무단화편집。
With the vigorous development of China’ s advertising industry, advertising cultural criticism is also increas-ingly rich. As our country still lacks a perfect system of advertising criticism at present, this criticism usually uses the abroad ready-made theory systems. Preconceived, these criticisms put China’ s advertising in the context of “consump-tion” and “desire” for criticism which includes advertising on the ideological control, advertising led to consumerism, and advertising laden with discrimination against women…. Cultural critics strike a big stick without hesitation against advertising. Whether this strike is for “waking up” or “overthrow,” many scholars criticize advertising from different positions, with the purpose seeming to be self-evident. The thinking and criticism practice on China’ s current advertising is laudable, but will be somewhat arbitrary and paranoid if separated from advertising, the economics category for the realization of economic value.