“编码/解码”与意义寻求——以苏炳添代言小米手机为例

“Encoding/Decoding”and the Search for Meaning-Take Su Bingtian's Endorsement of Xiaomi Mobile Phone as an Example

当前,随着国家政策进一步向体育产业倾斜,体育明星广告市场得到进一步拓展。本文通过文献资料研究、案例分析等方法,用编码/解码理论,通过符号学,对苏炳添代言小米手机进行深层解码分析。认为苏炳添代言小米手机,不仅使小米手机的品牌精神理念得到升级,改变了消费者的一贯看法,还体现了小米手机和苏炳添勇于追求实现梦想,两者体现了个人梦与中国梦的统一,彰显了中华民族伟大精神、助力中华民族伟大复兴,还为促进世界和平与发展发挥出了独特的作用。

At present,with the national policy to further tilt to the sports industry,sports star advertising market has been further expanded.Through literature research,case analysis and other methods,this paper conducts in-depth decoding analysis on Su Bingtian endorsement of Xiaomi mobile phone by using the theory of coding/decoding and semiotics.Think Su Bingtian endorsements millet mobile phone,not only make the brand spirit philosophy of millet mobile phone upgrade,change the consumer's consistent view,also reflected the millet mobile phone and Su Bingtian have the courage to pursue dreams,which reflects the unity of personal dream and Chinese dream,reveals the great spirit of the Chinese nation,the power the great rejuvenation of the Chinese nation,It has also played a unique role in promoting world peace and development.