The Consumers' Identity—Basedonthe Semiotic Analysis of Star Advertisement

In modern society,mass consumption has become the main characteristics of the society,and become an important factor to promote the development of society.Advertisement as a medium,has become a strong measure to stimulate consumption,to stimulate the interest of consumer to buy,and to promote consumer to admit their identity.In the consumer society,the consumer focus on the hidden symbolic value of commodity,rather than the original value of the commodity.Through their consumption behavior,the public belong themselves to a particular circle,look for their own sense of belonging,and make sure self identity and social identity.Goods,as a kind of symbol,has been given the symbol value,which is far beyond its original value.Through celebrity's representation,setting the idol image,causing the public's attention,the seller transmit the new consumption concept to the public,influence people's choice of consumer goods,arouse the enthusiasm of their goods,and promote them to complete the consumer experience.