| In today’s era of fierce product market competition and brand wars, advertising designers are racking their brains to answer the question of how to elevate advertising beyond the premise of demonstrating product quality and function and to move towards further individualizing and raising consumers’desire to buy a product.In the face of increasing product homogenization, many display techniques and creative ideas have taken form; among them is entrepreneur-endorsed advertising.Why is entrepreneur-endorsed advertising so powerful? The answer is that the "signified" meaning of the entrepreneur is a crucial symbol of success. In these advertisements, what has the greatest effect on the audience is not the entrepreneur’s emotional or catalytic signifier system, but rather a series of meaningful cues and indicators evoked in the background.In this thesis, the author first discusses the implicit and explicit meaning of entrepreneur-endorsed advertising, as well as related research. Beginning from a semiotics perspective, the author takes the meaning of symbols, the two-sided construction of symbols, the horizontal assembly and vertical polymerization of symbols, and the influence of advertising symbols on consumers in advertising as the main subject to construct the structure of this thesis.Starting from the structure of advertising semiotics, the author takes case studies from domestic entrepreneur-endorsed advertisements to qualitatively analyze the influence of the entrepreneur’s presence on the conceptual value of the advertised company (or brand), as well as metaphorical conversion of represented symbols. The analysis of a real example in the age of peak consumerism is used to explain how entrepreneurs become a type of advertising symbol that influences sales efficiency by supplying a reference for the company’s brand. Through the research in this thesis, the author hopes that under the guidance of semiotic theory, businesses choosing suitable endorsing entrepreneurs are offered a new line of thought. At the same time, in an environment where businesses are increasingly turning towards entrepreneur-endorsed commercials, this research strives to improve and help the internal mechanism of advertising expression, and through improving the efficacy of communication between the consumer and the entrepreneur, build a highly effective bridge of communication between the consumer and the business. |
