NIKE運動廣告文本之分析：從羅蘭‧巴特神話學觀點審視

Text Analysis of NIKE Sports Advertisement: Examined from the Mythologies Perspectives by Roland Barthes

美國國家籃球聯盟（National Basketball Association ／NBA）透過全球電視／網路轉播系統、合作夥伴策略 聯盟、商品全球行銷策略以及成功造星運動，儼然成為 一個龐大的籃球商業帝國。NIKE 在 1985 年推出一系列 「Air Jordan」的相關商品並造成轟動後，不僅奠定其在 全球運動產業的龍頭地位，更是全球籃球迷爭相追逐與 收藏的文化景觀與頂級流行意象。Michael Jordan 和 Kobe Brian 是 NBA 歷史發展中最具指標性、傳奇性與 影響性的兩名頂級球員，NIKE 與其合作的兩則運動廣 告——「It's Not About the Shoes」，不僅成功塑造他們鮮 明的英雄明星形象，亦增加本身籃球商品的行銷能量、 品牌認同與討論熱潮。再者，資本家、廣告導演或設計 者總是肆無忌憚的透過廣告創造各種符號與符碼，將所 欲販售與表達的運動商品、運動理念、社會價值與文化 意義混搭其間；亦即，運動資本家以及廣告設計者藉著 運動廣告將「商品／價值／資本／利益／廣告」自然結 合成為一種象徵符碼、意識商品與文化載具。值此，本 文擬採取羅蘭巴特（ Roland Barthes ）神話學 （Mythologies）符號解析的觀點與理論，針對 NIKE 運 動廣告「Jordan 篇」和「Kobe 篇」進行分析與詮釋，試 圖了解廣告文本中所隱藏的神話系統與深層意涵。研究 結果（意指作用）呈現在美國夢／美國運動信條／勝利 主義的建構、運動明星與英雄偶像符碼的塑造、品牌意 識與價值的構築、籃球霸權全球化的擴展、資本主義的 拓張、運動品味階級的文化再製等六個面向上。

Through the National Basketball Association (NBA) games and events on global TV / network relay system, strategic alliance partners, global product marketing strategy and successful star maker activity, the NBA seemingly has become a huge basketball business empire. After NIKE has promoted a series of products related to ''Air Jordan'' and caused a sensation in 1985, it not only lays its leading position in global sports industry, its constructed American-style basketball consumption pattern,are also the cultural landscapes and top-level fashion images pursued and collected by global basketball fans. Michael Jordan and Kobe Brian are the two most representative, legendary and influential top players during the course of NBA historical development. Two sports advertisements where NIKE cooperates with the two players -- ''It's Not About the Shoes'' not only shape their clear image of hero superstar successfully, they also increase the marketing energy, brand recognition and upsurge in discussion of basketball product in itself. Moreover, capitalists, advertisement directors or designers mix the sports products to be sold, sports idea, social value and cultural significance to be expressed in advertisement through the creation of various symbols and codes in advertisement. In other words, sports capitalists and advertisement designers naturally combine ''product / value / capital / benefits / advertisement'' into a kind of symbolic code, awareness product and cultural vehicle by sports advertisement. In view of this, this paper aims to adopt the viewpoint and theory on symbolic analysis in Mythologies written by Roland Barthes to analyze and interpret NIKE sports advertisements spoken respectively by Jordan and Kobe. The results (signification function) are shown in 6 dimensions: construction of American dream / Dominant American Sports Creed / triumphalism, shaping of sports star and hero/idol code, brand awareness and establishment and consolidation of value, expansion of basketball hegemony globalization, manifestation of capitalism, and cultural reproduction of sports class.