Tv Ads "healthy" Symbol And Its Consumer Research

Based on the Semiotics theory, this thesis analyses the condition of health communication on mass media and its influence on the symbol consumption. The material is mainly collected from the ads published in prime time of CCTV-1 at night, during the period from Match to August in 2010.First, this thesis shows the character and type of health communication in TV ads. At the same time, its relationship with consumers is mentioned. Then mainly from baudrillard's perspective, this thesis analyses the symbolization and alienation progress of health communication. In the symbolic world of ads, all kinds of commodity are given some meaning and become symbols at last. With a lot of goods are declared to be right for health, the "health" has been exaggerated. The "health" is randomly imposed on some goods, which are seen as unhealthy things. So, the relationship between goods and "health" points is in the alienated condition. Finally, the abnormal health communication has formed. Under the guidance of such advertisements, consumers have to consume the "health" symbol willingly. Through this kind of consumption, the public can realize their self-identification by showing a higher status or constructing the individual characters. Unfortunately, all of these images are constructed by TV ads. In addition, this thesis takes the weight-lost advertisements as a case study. In these advertisements, the tendency of health symbolization and the phenomenon of symbolic consumption are more apparent. For example, in the TV ads of LvShou, a kind of famous product for losing weight healthily. In the ads, LvShou becomes the real "health" symbol and consumer's bodies become something that can be shaped into whatever they want. For the perfect body line and the wonderful self image, consumers choose LvShou and even immerse into the myth constructed by the TV ads.