运动广告中的符号消费现象—以NIKE电视广告为例

312003743-6743*NIKENIKE*4444NIKEVinceCarter,MichaelJordan,AndreAgassi,TigerWoodsNIKEiconNIKEswooshFowles,1996NIKENIKENIKE4545JohnB.ThompsonThompson,1995Lull2002196commoditysign(JeanBaudrillard)symbolicconsumptionobjectform(commodityform)(signform)Baudrillard,1981productequivalence20014646NIKENIKENIKENIKE2000NIKEBaudrillard,1981HarvardBusinessReviewNIKEPhilKnightNIKEJordanDonaldKatz199929culturaliconFowlesFowles,199620011094747McCracken19892001NIKEswooshNIKENIKENIKENIKEPhilKnightBillBowerman1962BlueRibbonSportsNIKEOnitsukaCompany1971NIKEEugeneDonaldKatz1999NIKEKatz1999NIKENIKE80NIKE4848NIKENIKENIKEPhilKnightNIKE……DonaldKatz1999190NIKENIKENIKENIKE1987NIKEReebokNIKENIKEBoJacksonMichaelJordanNIKE19911999NIKEMichaelJordanDavidRobinsonAndreAgassiTigerWoodsMichaelJordanAirJordanNIKE2001NIKENIKENIKENIKENIKENIKENIKE2000NIKEHBLNIKE61.0Adidas8.6NewBalance6.4NIKE16230NIKENIKE4949NIKEFiske1995StuartHall1973encoding/decodingmodelpreferredreadingnegotiatedreadingoppositionalreading1994125NIKENIKENIKENIKENIKE5050NIKE12121225248163510624NIKE204NIKE1996Patton199012NIKENBASuperSonicArtisGilmoreNIKESHOXVinceCarterNIKETigerWoods5151NIKEHBLHigh-schoolBasketballLeagueNIKENIKENIKENIKENIKENIKE2002NIKEKeepthatFunkAliveNBAABAABANBAFunkRuckerParkNIKE5252VinceCarterJerryStackhouseJermaineO’NealABARuckerParkHBL-NIKEfansNIKEPhilKnightDonaldKatz19995NIKEBocock1993NIKENIKENIKE5353JordanCarterNIKENIKENIKENIKENIKEmarkJordanJordanNBAconspicuousconsumption5454NIKENIKE2000NIKENIKENIKENewBalance……NIKE/NIKE2223MVPNIKE5555NIKEMVPNIKE……NIKENIKENIKEMVPF4NIKENIKENIKENIKE22ZUCCANIKEpoloNIKENIKENIKENIKENIKE5656NIKETNIKENBAAirJordanJordanPippenRodmanJordanOhGodJordanismygodNIKEAirJordanJordanNIKE…NIKENIKE17NIKENIKENIKE99NIKEReebokAdidasNIKE5757NIKENIKEAllen……AdidasAdidasNIKEReebokNIKENIKENIKENIKENIKENIKENIKENIKENIKE5858NIKENIKENBANIKENIKENIKENIKENIKEReebokNIKENIKENIKENIKENIKENIKE5959NIKENIKENIKENIKENIKENIKENIKEGUCCINIKENIKENIKE6060NIKENIKENIKENIKEAdidasReebokMizunoAirMaxAdidasa3acushionNIKEsosoReebokMIZUNOMIZUNONIKE6161NIKENIKENIKENIKENIKENIKEfeedbackNIKENIKENIKENIKENIKENIKE6262NIKENIKENIKENIKENIKENIKENIKENIKENIKENIKEJustdoitNIKE6363NIKENIKEfansNIKENIKENIKEReebokAdidasNIKEMichaelJordanNIKEJustDoItNIKE6464NIKENIKENIKENo.10No.8&No.24NIKENIKENIKENIKENIKENIKE6565NIKENIKENIKENIKENo.101995pub6666—2001—1795-1171999—Baudrillard,J.(1981).Foracritiqueofthepoliticaleconomyofthesign.St.Louis:TelosPress.Bourdieu,P.(1984).DistinctionAsocialcritiqueofthejudgementoftaste.Cambridge,Mass.:HarvardUniversityPress.Dyer,G.(1982).Advertisingascommunication.LondonandNewYork:Routledge.Fowles,J.(1996).Advertisingandpopularculture.ThousandOaks,CA:Sage.Goldman,R.&Papson,S.(1996).Signwars:Theclutteredlandscapeofadvertising.NewYork:TheGuilfordPress.Kellner,D.(1995).Mediaculture.LondonandNewYork:Routledge.McCracken,G.(1989).Whoisthecelebrityendorser?Journalofconsumerresearch,16(3):310-321.Morley,D.(1980).TheNationwideaudience.London:BFI.Patton,M.Q.(1990).Qualitativeevaluationandresearchmethods.(2ndED.)NewburyPark:Sage.6767Hsin-hongLinABSTRACTAdvertisingisthemajorsourceofrevenueforahighlymarket-orientedtelevisionsystem.Tobeefficient,moreandmoreadsimpresstheconsumerswithsymbolicfeelingsinsteadoffunctionalexplanation.Amongthem,theadsthatfeaturecelebritiesarethetypicalcase.Inthepast,consumptionmeansowningthethingsortakingadvantageofthethingsundertheruleofsupply-and-demandinamarket.However,theuse-valueortheexchange-valueofthethingshasbeengraduallyreplacedbytheirsymbolicvalueincontemporarysocieties.Symbolicconsumptionthusbecomesthecharacteristicofconsumerbehaviors.TakingNIKEasanexample,thisstudyinterpretstheresponseoftheaudiencesafterviewingtheadstoexplorethesymbolicconsumptionintheTVadsofNIKE.Keywords:advertising,celebrityendorsement,symbolicconsumption*Hsin-hongLinreceivedhismaster’sdegreein2003fromtheInstituteofCommunicationManagement,NanhuaUniversity.6868