Research on Baudrillard’s Advertising Theory Based on the Concept of “Image”

DOI

10.2991/assehr.k.201215.362How to use a DOI?

Keywords

Jean Baudrillard, media criticism, image, advertising theory

Abstract

Different from the traditional research on advertising application theory, Baudrillard once defined advertising as a reproduction field operated by simulacra and code in his media criticism theory. In Baudrillard’s “the system of objects”, the image was used as a visual representation to cover the capitalist exploitation system, and became the basis of his criticism of the political economy of advertising. However, its semiotic methodology and other theoretical deviations and the trend of multimedia integration of advertising make the current theoretical circles be cautious about this view that has a huge impact on advertising theory. Starting with the concept of image mentioned many times in Baudrillard’s advertising theory, and according to the analysis and criticism of advertising, this paper discusses the rationality and deficiency of the advertisement criticism proposed by Baudrillard based on the analysis base of the object system from three aspects: the image of the object and its value understanding, the role of the advertising collective and image, and the image of the advertising audience.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Meng Qin
PY  - 2020
DA  - 2020/12/18
TI  - Research on Baudrillard’s Advertising Theory Based on the Concept of “Image”
BT  - Proceedings of the 7th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2020)
PB  - Atlantis Press
SP  - 380
EP  - 384
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201215.362
DO  - 10.2991/assehr.k.201215.362
ID  - Qin2020
ER  -