The Research On The Effects Of Celebrity Advertising From A Semiotic Perspective

The phenomenon of celebrity advertisements has aroused widespread concern in a number of scholars. They did research on its mechanisms and efficacy. Despite so much research findings, however, due to the lack of theoretical guidance, the majority of findings are fragmented, there is no system. Because of advertising of its own interdisciplinary, naturally, it would be a good attempt that introduces other relevant disciplines to give a scientific, systematic research on it. Semeiotic works as a new perspective to recognize the world and as a new research tool. Taking semeiotic into celebrities ads research not only can widen the field of celebrity advertising, but also grasp the nature of the spread of celebrity advertising in the inherent law. From the semiotic point of view, the special nature of celebrity ads is the use of the "celebrity" form symbol. The attention symbol resources of celebrity can give ads more attentions, and by the celebrity ads, brand receive higher awareness; and the unique connotation of celebrity symbol often give rich symbolic meaning to brand and afford "accelerated shift" for brand symbol and ultimately achieve brand value. Brand value is actually the creation of "the myth of" mechanisms. In the celebrity ad, it requests that the signifier of the celebrities affords meaning migration for brand symbols, so that the brand can become a whole symbol system in the social culture, which is the reason that celebrity can receive consumers' recognition. Spending on the brand is the consumer value of products, but also the connotation of the meaning of the brand consumption. It can be said that the use of symbols is in order to transfer the connotation of celebrity symbols into the brand, and realize the shape of the brand myth, ultimately meet consumer demand for consumption symbols.