運動廣告中的符號消費現象－以NIKE電視廣告為例

The Symbolic Consumption of Sports in Advertising

林信宏(Hsin-Hong Lin)

《傳播與管理研究》 3卷1期 (2003/07) Pp. 43-67

https://doi.org/10.6430/CMR.200307.0043

摘要

以商品行銷而言，電視廣告向來是製造符號消費的利器。電視廣告為求創造商品認同，經常利用名人或明星為代言者，修企圖藉此加深消費者對品牌的形象。消費行為也因此由過去單純的「物」的佔有或使用，而漸漸轉變爲對物品的「象徵價值」的消費。本研究心NIKE(耐吉)的電視廣告爲例，採用深度訪談的方法，探討閱聽衆如何藉由NIKE的名代言廣告形塑其對球鞋價值的認同，並藉以省視高度資本化社會中，符號消費的現象。

關鍵字

符號消費 ； 名人代言 ； 廣告

並列摘要

Advertising is the major source of revenue for a highly market-oriented television system. To be efficient, more and more ads impress the consumers with symbolic feelings instead of functional explanation. Among them, the ads that feature celebrities are the typical case. In the past, consumption means owning the things or taking advantage of the things under the rule of supply-and-demand in a market. However, the use-value or the exchange-value of the things has been gradually replaced by their symbolic value in contemporary societies. Symbolic consumption thus becomes the characteristic of consumer behaviors. Taking NIKE as an example, this study interprets the response of the audiences after viewing the ads to explore the symbolic consumption in the TV ads of NIKE.

並列關鍵字

Advertising ； celebrity endorsement ； symbolic consumption

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