Research On The Meaning Construction Of Male Spokesmen's Beauty Advertisements From The Perspective Of Semiotics

Advertisements are composed of symbols and convey information through symbols.At the same time,in the consumer society,advertisements are no longer limited to the transmission of basic commodity information.They convey more symbolic value of commodities to the audience through symbols and stimulate their consumption through "meaning".In recent years,it is more and more common for men to endorse beauty advertisements,which also creates great economic value.Based on the "China Beauty Makeup Footprint Ranking List" released by Kantar Consumer Index from 2016 to 2021,80 samples of male beauty advertising from 2015 to 2021 are selected,involving 40 beauty brands.In this paper,the 80 ads samples as the research object,from the perspective of semiotics,to explore the endorsement of a male beauty makeup advertising the significance of the construction process,the concrete analysis of advertising application,symbols and significance of the construction of construction procedure,construction strategy and advertising in the meaning of some of the problems existing in the construction,and puts forward corresponding Suggestions for the problem.Found through the analysis of the contents of advertisements,advertising to construct the core and attached two kinds of meaning,advertisements the core of the construction of meaning is the meaning of goods,goods endorsement of a male beauty makeup advertising constructed meaning from the basic attributes of goods,around the "young" "beautiful",etc.,at the same time,the different of advertising on the basis of the target audience will be commodity meaning extension,Such as "power" and "love" "idol and fans of emotional connection",construct the core meaning of advertising reflected the strong individualistic,also reflected the spokesperson of the symbolic,core meaning function of advertising is to meet the demand of different levels of audience,advertising construction subsidiary significance is established between the spokesperson with the audience images and followers,two kinds of relationship with the consumer goods.Endorsement of a male beauty makeup ads are two main types of using the auditory and visual symbols,visual symbol of the characters in the main effect is to cater to the audience aesthetic and demand,give play to effect of stars,the role of color symbol is mainly around products outstanding advertising atmosphere,auditory symbol meaning lines play a sublimation of commodity,stimulate the role of the audience's emotion.Advertising construction process includes meaning generation and audience,the generation of meaning is mainly rely on coders to locate the target audience,choice of meaning generation mechanism,the selected representative and symbolic given commodity,and significance to construct strategy at the same time,the audience to the understanding of the meaning of advertising,there is also a process,its excellent audience advertising designers transfer of meaning is not fully understood,Will select its own decoding mode.Endorsement of a male beauty makeup advertising content exists in the process of meaning construction of expression is not clear,rely on idol symbol,exaggerates symbol value,emotion mode single,should abandon the simple marketing thinking,fully grasp the connection of the product and spokesperson,clear content expression,should promote diversification,moderate reflect the use value of the products,increase advertising creative and plot,Moving with affection.