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21世纪之后,人们消费需求的重心已经由对物质需求的满足变迁为个性化与精神情感的需求。社会经济学者称这个时代为后消费时代(Post-Consump-tion Times)。作为提供实用性信息服务的服务类专刊必须适应时代,在考虑为受众提供最基本的专业信息指导,满足实用性需求的同时,更需要从指导消费的小范围中跳出,起到更加高的“引导消费”的作用。本文结合符号消费的特征,分析《华西都市报-汽车周刊》的符号消费倾向,说明其表现和优势。
After the 21st century, the center of gravity of people’s consumption needs has shifted from the satisfaction of material needs to the demand of individuality and spiritual emotion. Social economists call this era the Post-Consumptive Times. As a kind of service special issue that provides practical information service, it must be adapted to the times. While considering providing the audience with the most basic professional information guidance to meet practical needs, it also needs to jump out from the small scope of instructional consumption and play a higher “Guide the consumer ” role. Based on the characteristics of symbolic consumption, this paper analyzes the symbolic consumption tendencies of Huaxi Dushi Bao - Automobile Weekly, and illustrates its performance and advantages.