消费者的困境在于从品质相近的一大堆商品中如何挑选一种商品,广告的目的则在于帮助消费者进行选择,即他们下意识倾向于哪一种。广告作为一种大众文化,已形成了相对固定的叙事策略来帮助消费者摆脱这种困境。它日益关注文化主题,通过画面、音响、氛围为产品塑造一种文化形象,以感性形式赋予商品某种意义。这里指的文化形象即指商品的无形属性,诸如价值观念、人类情感、生活方式、形象、气质、品位等精神层面的利益。这种精神层面的利益具有不可替代性,它不是技术、机器复 The dilemma of consumers lies in how to select a product from a mass of similar products, the purpose of advertising is to help consumers make the choice, that is, what kind of subconscious they tend to. Advertising as a popular culture has formed a relatively fixed narrative strategy to help consumers get out of this dilemma. It is increasingly concerned about the cultural theme, through the screen, sound, atmosphere for the product to create a cultural image, in the form of perceptual goods to a certain significance. Here refers to the cultural image refers to the intangible attributes of goods, such as values, human emotions, lifestyle, image, temperament, taste and other spiritual benefits. This spiritual level has the irreplaceability of interest, it is not technology, machine complex