体育明星代言广告的表意机制与价值生成

The Signifying Mechanism and Value Generation of Sport Stars’Endorsements in Advertising

本文主要探讨体育明星代言如何为广告赋能,以及明星代言在广告文本中的意义迁移问题。在消费社会的背景下,广告不仅为品牌或产品做宣传,其本身也是重要的消费对象,而体育明星代言由于"体育+明星"的双重意蕴,成为"代言"这一符号表征活动的重要力量,连绵不断的世锦赛、世界杯和奥运会更为其推波助澜。体育明星代言广告符合麦克夸肯的明星代言意义迁移模型,但后者在代言主体与对象的契合度、代言表征范围以及代言的广告赋能和表意机制等方面缺乏必要的理论表述。本文以体育明星代言广告为研究对象,从符号学的角度丰富和延展了这一理论模型。

This paper discusses how sports star endorsement empowers advertising,and examines the meaning transfers of words in advertising texts.In the mass consumption society,advertising is done not only for the sake of brand or product promotion,but also because advertising is an important object of consumption in itself.Due to the dual effects of"sports+star"messages,sports star endorsements have played an important role in changing the meaning of"endorsement".The major periodic international sports events such as the World Championships,World Cups and Olympic Games have reinforced this pattern.Advertising through sports star endorsements is an example of McCraken’s model of the meaning transfer of star endorsements.However,this model fails to provide the necessary theoretical interpretation for the congruity between endorsement subjects and objects,the scope of representation involved in an endorsement,the role of endorsements in advertising,or the signifying mechanisms in such advertisement.Therefore,this paper investigates the signifying mechanisms involved in advertisement through sports star endorsement and serves to enrich McCraken’s theoretical model from the perspective of semiotics.