The Amplification And Deviation Of The Use Value Of The Goods By The The Advertising Communication Of Its Symbol Value

The Marxism political economy defined two properties of the commodity, use value and exchange value, and that are the basic attributes of goods. Jean Baudrillard expanded the theory of value of goods, the value of goods and exchange value, raised the value of goods symbols. Symbolic value. He regarded the Symbol value a kind of new value independent outside the use value and the exchange value, thought that now the Symbol value should take place of Marx's use value theory. He had understood one-sidedly the Marx theory, on the value of the exposition that Marx on the value of the view that: According to the physical nature of objects, there was only one purpose and one meaning of the objects, Symbolic value does not contain meaningful components, but do not materialize, but Marx had realized that the value of symbolic significance on the ingredients. The Symbolic meaning of the objects had existed since ancient times, The Symbolic meaning from the objects to the commodity, is one kind of extension, the mark value already exists in the commodity value. Essentially, symbolic value is a kind of refinement of the use value. On the position of consumers, it is the goods to its overall value, and from the point of view of producer ,it is something that can be able to bring themselves extra profits. As the development of productive forces, the competition of product differentiation is becoming more and more fierce, Completion from the product to the brand makes the Symbol value the opportunity increases greatly in the market, The advertisement emphasis shifts from the commodity itself to the building expense atmosphere; The advent of the consumer society results in the increasing of consumer demand, The consumer no longer merely satisfies the commodity regarding physiological drive aspect satisfying, even more regards the spirit and the cultural significance of the commodity; in order to obtain high profits, producers not only enhance the use value of products, they must do "repackaging" of commodities, finding the new meanings of the commodities distinguishes from other competitor's in the energetic and cultural. These factors are the power the rapid development of symbol value of production. While consumer facing choices, use value is no longer the only criteria for selection, and the value of symbol becomes an important basis for their choiceFrom the view of communication, advertising is the communication of information, essentially it is also a symbolic operation action, the basis of realization of symbolic value of the goods, the advertising is a process as to give meaning for goods, dissemination it, thus realize the symbol value. On the symbol value used in advertisements, there are some rules we must be follow, only to respect the laws and at the same time play subjective initiative, the correct meaning to the goods given, the efficient use of the mass media to spread symbolic meanings can achieve the goals-to realize the value of the exchange of commodities to make its due contribution. Use value is the material foundation of the symbolic value, the audience is the guarantee of the symbol value, although Saussure said that there is no internal connection between the signifier and the signified, thus"the floating of signifier" can be of meaning, but the symbol value can be realized only by skillfully extracted the meaning of culture based on the goods itself to find appropriate meaning but only to the article itself as a basis; in a sense, if there is no use and exchange value, it will be no symbolic value, symbolic value is the reflection of another aspect of use value; The purely independence of symbolic value is the "castle in the air" without foundation, some advertising disregard the use value of goods, enlarge or distorted symbol value, and miss the basic meaning of goods, thus can not achieve the desired goal - the exchange value.To sum up, a correct understanding on the symbol value and its Application in advertisements makes great function, specifically for the businesses in goods, brand marketing; From a macro point of view, it can optimize the market competition, promote the development of brand licensing, all of which have guiding significance. Based on this question, there are several kinds of considerations, as follows: We must carries on the advertisement carefully examined from the semiotics and the sociology , or else, we will not grasp the nature of the advertisement and understand some of the present's advertizing phenomenon. Then it will be difficult to display in the symbol value in the advertisement. The advertisement\advertising is not only a kind of information transmission, nor the tool for promoting goods only. Secondly, the meaning given in the use of symbols, we must observe the rule, dig and create the meaning of the goods from the social and cultural point of view ,thus, we can transfer the symbolic value. Ignoring the law is bound to lead to failure of advertising.