A Study On The Symbolic Consumption Of NIKE TV Advertisements

The value of the commodity has so far gone beyond the traditional use value and the exchage value of the commodity in the modern consumser society. The symbolic value of the commodity has been fully shaped and it becomes symbol of the link between the the social and personal features of the consumers which delivers the information of the consumers.Hence, symbolic consuming gets on the main stage of the modern consumer society.Multinational companies,commercial firms and public media have performed the making, delivering and strengthening of the symbolic system in consumer market during their sales promotion.Endless hints and imaginations have been applied by television advertising which takes symbols instead of function instructions and builds a colorful and rich world, meant to deeply impress the consumers,to influence and even to control consumer behaviour.On above, this essay views the symbolic phenomenon of TV advertisi ng from the consumer culture. Moreover, it takes the example of Nike,studying the symbolic process of commodity, the symbolic consuming and the consumer behaviour in the constant way,researching how the audience interpretates TV advertising and how the TV advertising influences their consuming behaviour through interview.