英文摘要 |
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. |