[[alternative]]The Symbolic Consumption of Sports Advertising

[[abstract]] 在高度商業導向的電視媒體中，廣告一向是其最大的收入來源。而廣告為求有效，經常利用具有意義的符號以取代對實質商品的功能說明，企圖讓消費者在對此符號留下深刻印象後，以符號的力量影響閱聽眾的消費行為，名人代言式的廣告即為其中一例。 消費行為在過去純粹的市場供需法則的環境下，指的是「物」的佔有或使用；但在現代經濟過剩的社會，「物」原始的使用價值或交換價值逐漸式微，代之而起的是「物」的象徵價值，越來越主導現代社會的消費行為，形成了符號消費的現象。 文化社會學者對於這類象徵或符號消費的探討，經常自媒體內容及流行風潮的研究入手，認為這是影響符號消費的兩個重要現代因素。因為這種符號消費的行為通常是透過廣告推動的，亦即廣告主藉由不同的符號象徵意義定位產品，再以媒體的力量，刺激購買的慾望，引發消費行為。 本研究的內容就在於以當紅的運動用品品牌NIKE（耐吉）為例，探討廣告符號學的運作原則，並且將閱聽眾對廣告的主動詮釋列入討論之列，以發掘在廣告符碼的背後，究竟產生了多少值得探討的現象。[[abstract]] Advertising is the major source of revenue for a highly market-oriented television system. To be efficient, more and more ads impress the consumers with symbolic feelings instead of functional explanation. Among them, the ads that feature celebrities are the typical cases. In the past, consumption means owning the things or taking advantage of the things under the rule of supply-and-demand in a market. However, the use-value or the exchange-value of the things has been gradually replaced by their symbolic value in contemporary societies. Symbolic consumption thus becomes the characteristic of consumer behaviors. To understand symbolic consumption, the scholars of cultural studies tend to take media content and fashions as the starting points of their research. That is because symbolic consumption has been taken into account by the producers, promoted by the ads, and fulfilled by consumers in most cases. Taking NIKE as an example, this study explores the operational principles of semiotics in ads. The ways of reading by active audiences are also discussed to sketch the possible impacts of symbols in advertising as well as the possible appropriation by consumers