| The progress of science and technology has greatly improved the productivity of society,and the goods have shown a large accumulation of relatively surplus.When the productive society gradually turns to the consumer society,it means that we need to stimulate production through consumption,and advertising plays an important role in it.Advertisements tell the best dreams and promote consumer behavior by stimulating people’s desire.Among them,advertisements with the theme of fashion are more likely to cause a frenzy of consumption.This article takes lipstick,a popular topic in the fashion industry,as the research object,and analyzes how advertising makes it into a "myth" that attracts thousands of women.In the consumer society,the original function of lipstick is gradually weakened,and the meaning of consumption symbol gradually replaces the religious color.From the iconic red lips of a Hollywood star to the record-breaking 15,000 lipsticks sold in five minutes,lipsticks are selling like hot cakes even in the worst of times.Throughout its history,the "myth" about lipstick has never stopped playing.When we are immersed in a never-ending carnival of consumption,we need to clarify a series of problems reflected by this phenomenon through the appearance: first of all,we need to understand what kind of consumption landscape advertising constructs for people;The second is how the capital creates the "lipstick myth" by manipulating the symbol and what effect the "lipstick myth" has on consumption.The third is the audience’s feedback on the "lipstick myth".Although the above questions are only aimed at lipstick advertising,they can indirectly peep into the consumption phenomenon of the whole society.Therefore,this study puts lipstick advertising into the dual vision of consumer culture and semiotics,adopts semiotic analysis method,and combines specific cases to conduct a deep analysis of the formation mechanism and cultural connotation behind the "myth",trying to uncover the mystery of " lipstick myth ".In view of the above problems,this study is divided into six chapters to analyze them.The first chapter is the introduction,which mainly expounds the research background,research significance,research methods,research framework and combs the literature related to this research.The second chapter analyzes the consumption landscape presented by lipstick advertisement from three perspectives of merchants,media and consumers,and further understands the consumption environment we are in from different perspectives.The third chapter firstly combs the semiotic theory in advertising to lay the groundwork for the semiotic analysis of "lipstick myth".Secondly,it analyzes and constructs the double signifying system of "myth" through the semiotic theory of Roland Barthes’ mythology and John Fisk’s sign ideography.Finally,it takes the video advertisement of Saint Laurent fine tube pure lipstick as an example to analyze the symbolic meaning of the case.The fourth chapter discusses the consumer cultural representation of lipstick advertising from four aspects: the first is the alienation of symbol,advertising myth has created the religion of modern society--symbol fetishism;the second is the alienation of the relationship between commodity appearance and consumers due to the excessive consumption of images;the third is the identity perspective,consumers’ purchase of lipstick leads to the differentiation of consumer groups and conspicuous consumption.Fourth,it expounds the changes of gender images in lipstick advertisements.The fifth chapter interprets the "lipstick myth" from the perspective of the audience.Although advertising will affect consumers’ purchasing decisions,the audience does not accept it completely,but decodes it in different ways according to their own experience and position,and dialectically examines and reflects on the consumption binge caused by the "lipstick myth".The last chapter summarizes the whole text and advocates people to treat advertising dialectically and consume rationally.In this way,this study tries to crack the superstition of "advertising myth",help people understand the disadvantages of consumerism,establish a positive and healthy consumption concept,and also hope to provide some reference for the prediction and grasp of the development trend of consumerism culture in the era of the rise of the Internet and social media. |
