{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title":"审美资本主义：品味的工业化","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787567508804","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","id":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","uuid":"ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title":"审美资本主义：品味的工业化","normalized_title":"审美资本主义品味的工业化","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787567508804","isbns":["9787567508804"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":221,"navigation_url":"https://workshop.closeclaw.top/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2","title_url":"https://workshop.closeclaw.top/ai/title/%E5%AE%A1%E7%BE%8E%E8%B5%84%E6%9C%AC%E4%B8%BB%E4%B9%89%EF%BC%9A%E5%93%81%E5%91%B3%E7%9A%84%E5%B7%A5%E4%B8%9A%E5%8C%96","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/ef817ee5-07cd-4d04-b5aa-20e07a77acc2","page_url":"https://workshop.closeclaw.top/api/ai/books/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/page","search_url":"https://workshop.closeclaw.top/api/ai/books/ef817ee5-07cd-4d04-b5aa-20e07a77acc2/search"},"page":{"printed_page":7,"pdf_page":14,"physical_index":14,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"2d00627027b6d88158b45354e2b8fca59311006d89a7ce991b60714b9664bdd8"},"chapter":"审美资本主义","content":"引言\n\n在工业化民主国家里，审美品味，即鉴赏与享受的能力对促进消费正发挥着前所未有的重要作用。可以说，几十年来，资本主义已经逐渐发展成审美品味的资本经济。审美资本主义决定了消费者的审美品味将成为推动工业发展的动力。有哪些明显的征兆呢？个人的审美喜好已成为消费者挑选大部分商品时的主要标准，从汽车的外形、电视机的设计、自行车的款式、篮球鞋的样式、电脑的外观直到家用电器的造型、咖啡壶的颜色等等。设计体现了消费的审美前提。某些品牌着重在产品的审美品质和消费者的美好幻想上下功夫，这也是明显的征兆。在列举消费的商品和体验时，还应该包括广告、营销、公关这些用来诱惑消费者并促进消费的手段。\n\n个人的审美感受力为什么会与资本主义的发展发生关系？这似乎可以用经济形势来解释。在20世纪80年代初期，为了应对市场饱和的问题，一些大企业不得不通过大规模施展审美营销手段来刺激或维持消费。传播工作者们不再专注于理性与功能的领域，而是大规模地投资于情感与享受的领域。审美品味的对象是那些人们并非真正需要的东西，它把奢侈型消费提升到比实用型消费更重要的地位上，让感觉战胜了道理、情感战胜了理智，使愉悦变得比功效更重要。既然审美品味不涉及任何功利动机，可以想象，消费必然展开了无限的新前景。\n\n7","previous_page":6,"next_page":null}