The Commercial Effect Of The Contemporary Movie Stars

As early as last century, film and television stars have gone out the curtain becoming the darlings in the business community world. The commercial effect of the movie stars has already not only limited in the high box office, which is the only basic part of the industry chain. Nowadays, with the development of media technologies, the advertisements which were acted by film or television stars have attracted more and more eyes of businessman. Stars advertisements are loved by businessmen because of their great influence and good effect. In today's consumer society, people's consume purpose is not only to meet their basic material needs, but also to meet their need of self-identity. People pay more and more attention to the symbolic value, cultural spirit characteristics and the image value of goods .The innate character of consume is not goods itself, but the symbols of goods. Star advertisements is an important way which endow with symbols to goods. The paper analyzes the commercial effects of stars, especially the advertisement effect from the aspect of culture, psychoanalytic theory and consumer society theory.The paper is divided into three parts:PartⅠ,The emergence of stars. First of all, I want to illustrate the relations between the stars and commercial effect by reviewing the evolution of the"stars".The process which an actor act a role is a combination process of signifiant and signifie, and their combination produce a Denotation. The difference between an ordinary actor and a star lies in that star is a connotation. The difference between conotation and Denotation is that the signifiant of connotation is consisted of combined signifiant and signifie. The signifiant of stars'connotation is made up of images in screens and other medias. The textual Field consisted by star images is a'connotation of famous stars. This connotation makes the star images symblic.PartⅡ,The analysis to audience. In accordance with psychoanalytic theory, the audience's preferences to the screen images is actually a reflection of their desire. The reason of being welcomed is that the screen images can release the frustration,anxiety and confliction from the desire that can not be achieved in reality. This is the reflection of psychological defense mechanisms. The desire of the audience was created by the consumer society. Businessmen use star advertising to create desire to stimulate consumers to meet the needs of the main psychological identity through consumptions.PartⅢ,Star advertising analysis. Star speak is an important way to add value of their products. Star speak can transfer signified of star image to brand, so that merchandise with signified of star images free themselves from simple value, thus the goods achieve its value-added. The stars'commercial activity can make the goods value-added, at the same time can have an impact on the star in return the commercial activity make the stars more and more popular and enhance their value in two ways: cultural connotation and the quality of goods. Otherwise, it will damage the image of the stars.