文学院毕业论文文本格式范例(2008级适用)(2)

文化价值观的转变

——以大众化报纸广告为视角的研究

08042101 XXX

摘 要：本文以新民晚报广告为分析对象，研究了改革开放30年间中国大众化报纸广告中文化价值观的变化。研究表明，30年来我国大众化报纸广告中的象征性文化价值观迅猛增加，实用性文化价值观大幅下降，但实用性文化价值观始终多于象征性文化价值观。实用性文化价值观和象征性文化价值观的消长变化说明，30年来人的生存状态从解决生存问题向解决生活问题过渡，社会消费需求发展到使用价值与象征意义并重，消费主义意识形态在我国有一定程度的发展。

关键词：文化价值观，大众化报纸，广告

Changes of Cultural Values: A Research from the Perspective of Popular

Newspaper Ads Wang zhanxin

Abstract: In this paper, the author has researched ads in "Xinmin Evening News" to examine cultural values changes in China's popular newspaper ads in 30 years of reform and opening up. Statistics show that the symbolic cultural values in sample ads increased rapidly, and utilitarian cultural values declined sharply, but the utilitarian ones has always been more than the symbolic ones. The changes of cultural values show that people's living condition has changed significantly from solving the problem of survival to solving the problem of life; Consumer not only pay attention to the useful value of the goods, but also value the goods meaning; Consumption ideology has developed to a certain degree in mass society in China.

Key words: Cultural Values, Popular Newspaper, Advertisement