广告语言批判——兼论技术语言的区分

当代广告语言正在发生根本性的变化，并开始走出传统广告的既有样式。我们一般将语言理解为信息和媒介，将广告理解为刺激消费的手段，但广告作为技术语言是语言自身的历史性显现，它作为欲望的技术所达到的极限同时也是现代生活世界的边界。在这样的意义上，技术与欲望已经不再对立，而是构成差异中的同一，它们相互生成，共同参与生活世界的游戏。广告不是别的，它就是欲望、技术和作为纯粹语言：即道的游戏中生成的。

The advertisement language criticizes

The contemporary advertisement language is having the fundamental change,and starts to go out the traditional advertisement already to have the style.We generally understood to be the language of information and media,advertising understood as a means to stimulate consumption,but the advertisement is the language own historicity appears as the technical language,its achievement at the same time the limit which achieves for the desire technology also is the modern life world boundary.In such significance,the technology and the desire already no longer opposed,but was constitutes in the difference identical,they mutually produced,together participated the life world the game.Such advertisement is not other,it is the desire,the technology and the pure language: Namely in the game produces.