Proceedings of the 7th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2020)

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

Authors
Meng Qin
Corresponding Author
Meng Qin
Available Online 18 December 2020.
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/).

Download article (PDF)

Volume Title
Proceedings of the 7th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 December 2020
ISBN
10.2991/assehr.k.201215.362
ISSN
2352-5398
DOI
10.2991/assehr.k.201215.362How to use a DOI?
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/).

Cite this article

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  -