Analysis On NIKE Basketball Video Ads From Semiotics

With the rapid development of global economy and the highly improved sports industry,sports commodity economy is becoming more and more important.In commodity industry,advertisement is one of the most effective methods through which sales can be promoted.As a special kind of human art,advertisement owns a vital characteristic: semiotics.Video ads is a collection of visual signs and aural signs.Its formal expression and meaning expressing requires signs.The development of advertisement semiotics offers a strong theory and method for ads research.Although advertisement semiotics starts late in China,it develops in high rapid.This paper employs the literature material law,content analysis and mathematical statistics method.And the objective of this paper is 100 video advertisements of NIKE basketball.From the semiotic point of view,this paper analyzes the forms,expressions and meanings of ads signs,further classifies visual signs and aural signs,and refines the common strategies of NIKE basketball video ads.Conclusions of this paper are as follows: in NIKE basketball video ads,visual signs take a leading role while aural signs takes an assistant role;celebrity signs is a strong form and show a very good effect;narrative ads is becoming more and more important in NIKE basketball video ads;and although there are many kinds of forms and denotative,the connotations will be not far from the relative commodities’ information.