Details

Autor(en) / Beteiligte

• He, Xi Li

Titel

The research on the effects of celebrity advertising from a semiotic perspective

Ort / Verlag

ProQuest Dissertations & Theses

Erscheinungsjahr

2009

Quelle

ProQuest Dissertations & Theses A&I

Beschreibungen/Notizen

• Translation from original language as provided by authorThe phenomenon of celebrity advertisements has aroused widespread concern in a number of scholars. They did research on its mechanisms and efficacy. Despite so much research findings, however, due to the lack of theoretical guidance, the majority of findings are fragmented, there is no system. Because of advertising of its own interdisciplinary, naturally, it would be a good attempt that introduces other relevant disciplines to give a scientific, systematic research on it. Semeiotic works as a new perspective to recognize the world and as a new research tool. Taking semeiotic into celebrities ads research not only can widen the field of celebrity advertising, but also grasp the nature of the spread of celebrity advertising in the inherent law. From the semiotic point of view, the special nature of celebrity ads is the use of the "celebrity" form symbol. The attention symbol resources of celebrity can give ads more attentions, and by the celebrity ads, br