从广告窥探体育明星品牌构建的符号学解读——以姚明、李娜、刘翔为例

From the Construction of the Sports Star Advertising on Brand Symbol ——YAO Ming, LI Na and LIU Xiang as an Example

体育明星作为体育产业发展的重要推动力之一,其资产价值是在体育赛事中形成的,赛事的成绩决定了明星的影响力。体育明星需要在短暂的运动生涯中构建自己的品牌,实现自己资产价值的可持续发展。广告作为品牌符号意义生成的有效传播行为,透过广告文本的分析,可以看到广告符号操作背后的意义。文章以姚明、刘翔、李娜3位体育明星的电视广告为文本分析对象,运用符号学中的品牌神话理论,分析3位体育明星的品牌构建。

The sports star as a major driving force of the development of the sports industry, the value of its assets is formed in a sport; the sports event result determines the influence of the stars. Sports stars need to build its own brand in the short career, realize the sustainable development of their asset value. The effective dissemination of advertising behavior generation as the symbol meaning of the brand, through the analysis of the text, you can see behind the advertisement symbol significance of operation. The article by Yao Ming, Liu Xiang, Li Na three star sports television advertisement text analysis object, use the symbol theory of brand mythology, analysis of the construction of three sports star brand.