The Construction Of Consumption Symbols In Online Shopping Carnival

With the dramatic increase in the number of Internet users and the popularity of the Internet,e-commerce has showed unprecedented prosperity.In order to cope with the fierce competition in the market,to seize market share and enhance the brand awareness and loyalty that comes from online shoppers,e-commerce platform began planning their own exclusive online shopping carnival.Tmall "double eleven",Taobao "12 12",Jingdong "618",Jumei "301",Suning "818",Letv "919" and so on,various online shopping carnivals have sprung up in China.The original date of meaningless symbols,such as November 11 th,December12th,June 18 th,August 18 th,has been transformed into vivid consumption symbols in the overwhelming advertising marketing.The festival culture in online shopping Carnival has been gradually dissolved,and consumption symbols have been constructed and spread.In this paper,with the aid of semiotics and and the theory of consumption,summarizes the origin of online shopping carnival and the current situation that e-commerce platform madly created their own carnivals.Through the typical case analysis of "double eleven",to explore the date of November 11 th,from the festival symbol "singles day" how to transferred into a consumption symbol "double eleven".Through the arbitrary relationship between the signifier and the signified,and the theory of second-order semiological system from Roland Barthes,find the theoretical way to the construction of the symbolic consumption of online shopping carnival.On the basis of construction theory,from the perspective of "meaning goes first",indicates that e-commerce platforms intended to graft consumption meaning into the date of November 11 th,leading to the emergence of "double eleven" symbol of consumption.By analyzing the advertising and marketing activities of "double eleven",from the aspects of visual communication and image transmission,todiscuss "double eleven" constructed a unique symbol system to enhance the degree of symbol recognition,from the aspects of consumption subject and carnival ceremony,to discuss the construction landscape that "double eleven" created has begun to take shape.Through the construction of consumption symbol "double eleven",call for the e-commerce platform to carry out effective symbol creation and bring real spiritual and cultural value to people.