体育商品消费符号化的社会学认知

Sociological Perspective of Sports Commodity Consumption Symbolization

对体育商品消费符号化、广告呈现方式、体育商品消费行为形成以及体育商品符号化广告表现进行阐述;从社会学视角对体育商品符号化消费带来的驱动符号认同、媒体单项操控消费意识、体育商品的浪费以及青少年体育商品消费的异化等现象进行分析。特别指出,青少年处于符号消费的低端,符号化消费导致青少年体育商品消费的异化,特征是超前消费和过度消费,尤其是对名牌的追逐,社会应对其进行健康消费行为引导。

This paper expatiates on symbolization of sports commodity consumption, advertisement expression, formation of consumer behavior and symbolized advertisement expression of sports commodity. It further analyzes sym- bolic identification, media controlled consumption consciousness, sports commodity consumption and adolescent sports commodity consumption alienation brought by sports commodity symbolized consumption from the sociologi- cal perspective. The society is responsible for guidance on adolescents＂ healthy consumption without pre-mature con- sumption and excessive consumption.