消费主体身份认同——明星广告的符号学分析

The Consumers' Identity—Basedonthe Semiotic Analysis of Star Advertisement

现代社会中,大规模的消费已经成为社会的主要特征,成为促进社会发展的重要因素。广告作为一种媒介,成了刺激消费强有力的营销手段,刺激消费者的购买兴趣,促进消费者的身份认同。在消费社会中,消费者关注的已经不仅仅是商品的使用价值,更重要的是隐藏在使用价值后的符号价值。大众通过自己的消费行为,将自己归属于特定的圈子,寻找自己的归属感,进行自我身份认同和社会身份认同。商品作为一种符号,使得符号价值远远超过其本身原有的价值。通过明星代言,树立偶像形象,引起大众的注意力,向大众传输新的消费理念,影响大众选择消费品的意向,调动他们对商品的积极性,促使他们完成消费体验。

In modern society, mass consumption has become the main characteristics of the society, and become an important fac-tor to promote the development of society. Advertisement as a medium, has become a strong measure to stimulate consumption, to stimulate the interest of consumer to buy , and to promote consumer to admit their identity. In the consumer society, the con-sumer focus on the hidden symbolic value of commodity, rather than the original value of the commodity. Through their con-sumption behavior, the public belong themselves to a particular circle, look for their own sense of belonging, and make sure self identity and social identity. Goods ,as a kind of symbol, has been given the symbol value,which is far beyond its original value. Through celebrity's representation, setting the idol image, causing the public's attention, the seller transmit the new consumption concept to the public, influence people's choice of consumer goods, arouse the enthusiasm of their goods, and promote them to complete the consumer experience.