中文摘要：

约翰·伯格认为＂观看先于言语＂。广告图像的形象性是在广告中以形象的特殊形式反映社会生活时所具有的实际而生动的、能唤起人们感性经验、理性思考与思想感情的一种属性。广告图像在一定的道德规范制约下,借用艺术、文学、哲学等表现方式来展示＂乌托邦＂式图景,塑造商品形象,建构广告文化生态圈。

英文摘要：

John Berger believes that ＂Watch ahead of speech＂. Iconicity of advertising image is a property, which reflects our social life through a special vivid way and can evoke human＇s perceptual experience, rational thinking as well as thoughts and feelings. Under the restriction of certain moral standards, advertisement image can be used to display a ＂Utopian＂ picture, to shape image of goods and to construct the advertisement culture ecosystem through an artistic, literary or phitosophicat way.