论广告修辞的青年亚文化现象

主流媒体与青年亚文化的两种关系：一、抵抗;二、兼容.作为传播体系的主流媒体,它是统治集团的传声筒,代表着统治集团的利益.而青年亚文化,则代表着处于边缘化、弱势的青年群体的利益,以主流文化的对立姿态呈现出来.但青年亚文化对主流文化的抵抗是仪式化的抵抗,并不能撼动主流文化的根基,这就决定了主流文化具有包容青年亚文化的性质.广告修辞常用的两种亚文化策略：一、酷语化色彩;二、性语化诱惑.生产者和广告策划者植根于亚文化青年的需求心理及行为模式,通过广告修辞的酷语化、性语化等,去迎合亚文化青年的仪式化抵抗.

Reflections on the Youth Subcultures Based upon the Advertising Rhetoric

First, there are two relationships between the mainstream media and youth subcultures： resistance and compatible. Mainstream media is the mouthpiece of the ruling group and it represents the interests of the ruling clique. The youth subculture represents the marginalized and disadvantaged youth group. The resistance of youth subculture is ritualized of resistance to mainstream culture. But it can＇t shake the foundations of the mainstream culture. There are two subcultures rhetorical strategies： the cool language and the language of sexual. Producers and advertising planners cater to the youth subculture ritualized resistance by the needs of youth subcultures psychological and behavioral patterns.