A Semiotics Study Of Sporting Goods Advertisements

In today’s society, from traditional media, like newspapers,magazines, radio, television, to the mobile, the Internet and other newmedia, to the boxes, signs, walls and other outdoor media, sporting goodsadvertisements, which owned extremely high degree of materiality andrecognition, has occupied people’s daily life, and also has become animportant part of modern society and culture. However, the secret ofsporting goods advertisements symbols is rarely been mentioned, it isquite mysterious. In fact, it is because of the symbols of the production,processing and dissemination, sporting goods ads are able to convey aspecial meaning, affect people’s consumer psychology and social life.Therefore, the use of semiotic analysis to study sporting goodsadvertisements has a strong necessity and theoretical significance.In this paper, literature research methods, content analysis are usedon the perspective of a semiotics study on sporting goods advertisements.Semiotics is the study of symbols, which is an important basis oflinguistics, literature, science and other disciplines dissemination ofacademic research. As an independent discipline since its inception in theearly1900s, Semiotics has experienced a study development from themethodology to ontology. This research will be involved in both aspectsof the methodology, and also reflected on the semiotics of ontologyresearch attention.The first part of the paper focuses on the relationship betweensporting goods advertisements and semiotics, and points that acombination of both can burst out of the spark of new conclusions. Thesecond and the third part of the study are in accordance with themethodology of semiotic research. The second part of the study treats the symbol and meaning of sporting goods advertisements as objects analysis,research signifier and signified, and connotation and extension. The thirdpart aims at exploring the inner structure of the sporting goodsadvertisements text, text properties and audience interpretation of the adtext. The fourth part of this article uses semiotic ontology researchmethods on sporting goods advertising study, and treats it as a kind ofcommunication symbols, from sports advertising advertisers, consumersand advertising media these three aspects, to figure out the significance ofthe social, cultural, lifestyle impact made by sporting goodsadvertisements. The last chapter is the conclusion of the article, bothconcludes the paper, also points out the problems that the follow-upstudies to solve and the future research trends.