Study On Air Jordan Brand Sneakers TV Advertising From Semiotic Perspective

In today's symbol-consumption era,people are gradually shifting their consumption on substance to symbols and the symbolic value of goods becomes the objective people are going after.Air Jordan brand shoes are the most important products of Nike sub-brand Jordan Brand.As a shoe brand,Air Jordan is far more than popular in sporting goods market.The major accountability for that is the brand marketers continue enriching its connotations and improving its symbolic value by television advertisements.Selecting 25 pieces of TV ads of Air Jordan as researching object,this thesis takes use of the methodology of content analysis to deconstruct these ads into visual and linguistic signs and sum up the "myth" delivered by the production of TV ads.This research found out,that the advertisers utilized visual signs to realize the recognition of brand signs and the production of connotation of the brand and took the means of various forms of linguistic signs to interpret and translate the linguistic signs,realize differentiation from different brands and the production of connotation of the brand,by making the myth of "Michael Jordan" to apply the deep meanings carried by "myth" to the shoe of Air Jordan brand to make its symbolic value richer.In conclusion,the producers of the shoe brand Air Jordan payed great attention to four things in making TV ads-the production of symbolic value,the integrated spreading of visual and linguistic symbols and the excavation,enrichment of the symbol of brand endorsers and the Air Jordan advertising theme is clear and maintains stability for a certain period of time.