消费文化的迅速崛起对人们的思维观念、生活方式乃至于社会结构都发生了直接而深远的影响。电视广告作为消费文化的产物之一,不可避免地受其影响。同时,电视广告也成为判断特定时代、特定语境中消费文化导向的参考。一、消费文化与电视广告的结合我国“消费文化”的出现是与近三十年来的经济改革紧密联系在一起的,随着市场经济的逐步建立和完善,社会生产和经济运行越来越多地受到消费文化的影响,并逐渐有受其制约的势头。所谓“消费文化是指在一定的历 The rapid rise of consumer culture has direct and far-reaching impact on people’s thinking, life style and social structure. Television advertising, as a product of consumer culture, is inevitably affected by it. At the same time, TV advertising has also become a reference to judge consumer culture in a particular era and context. First, the combination of consumer culture and television advertising The emergence of ”consumer culture“ in our country is closely linked with the economic reforms of the past three decades. With the gradual establishment and improvement of the market economy, social production and economic operation have come The more they are influenced by the culture of consumption, and the more they are subject to their constraints. The so-called ”consumer culture refers to a certain calendar