目 录
（二）罗兰·巴尔特的“神话学”系统模式解读香奈儿广告. 17
化妆品广告中的明星符号研究
【摘要】 本论文主要将明星当做广告中的一种符号，以化妆品广告为切入点，运用广告符号学的方法对化妆品广告中不同的明星代言人的形象、特点与广告所要传达的意义进行分析、比较，追踪明星代言广告产品的符号意义，以及它的意义是怎样转移到产品上去的；同时通过分析代言人选择的失败之处为广告寻找合适的代言人提供了一定的参考意见。
【关键词】明星；符号；化妆品广告
The star of cosmetic advertisement symbols research
【ABSTRACT】The star advertising played more and more important role, star endorsement is also advertising practice of a very common operation skill.
Domestic paper star speak ads the advantages and disadvantages of the talk about more, but didn’t take the star rises to the level of semiotics. Star in advertising is also a kind of symbol, comply with the terms of the some rules. This paper is one of the stars as advertising symbols, with cosmetic advertisement as the breakthrough point, use the method of advertising semiotics cosmetics ads different star spokesperson image, characteristics and to convey AD the significance of the analysis and comparison, the track star speak ads product symbol meaning, and its meaning is how to transfer to the product up; Through analysis of the failure of the choice spokesperson for advertising searching for the right spokesperson for some advice.
【KEYWORDS】Star; Symbols; Cosmetic advertisement;
