Proceedings of the 1st International Conference on Arts, Design and Contemporary Education (ICADCE 2015)

Discussion on Automobiles and Automotive Advertising from the Perspective of Semiotics Illustrated by the Case of Date My Car

Authors
Zhiying Cheng
Corresponding Author
Zhiying Cheng
Available Online May 2015.
DOI
10.2991/icadce-15.2015.85How to use a DOI?
Keywords
Semeiotics; symbol consumption; car; Date My Car; ideological advertisements; signifier; signified
Abstract

Date My Car is an online program which is sponsored by iQIYI in 2012. It aims at letting people make friends through the media of cars. Women from 20 to 35 years old as well as men over 20 years old with their cars are all qualified for participation. In the program, the female guests may infer the male guests’ characters and interests through their cars’ brands, price, appearance as well as the cars’ internal decorations. Through this method, the female ones may find their Mr. Rights. In this case, car, which is only a plain vehicle, is put on the position where it can show a person’s inner world. Its brand, price, color, style and targeting consumers, even the decoration and small objects in it, all become the most essential aspects concerning the owner’s taste and his appearance. This article analyzes such phenomenon based on the Semeiotics raised by Roland Barthes and the theory of symbol consumption put forwarded by Jean Baudrillard. Besides, it analyses some feasible methods to make the automotive advertising more attractive in the above mentioned program with theories of Semeiotics and ideological advertisements.

Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on Arts, Design and Contemporary Education (ICADCE 2015)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
May 2015
ISBN
978-94-62520-78-3
ISSN
2352-5398
DOI
10.2991/icadce-15.2015.85How to use a DOI?
Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Zhiying Cheng
PY  - 2015/05
DA  - 2015/05
TI  - Discussion on Automobiles and Automotive Advertising from the Perspective of Semiotics Illustrated by the Case of Date My Car
BT  - Proceedings of the 1st International Conference on Arts, Design and Contemporary Education (ICADCE 2015)
PB  - Atlantis Press
SP  - 368
EP  - 370
SN  - 2352-5398
UR  - https://doi.org/10.2991/icadce-15.2015.85
DO  - 10.2991/icadce-15.2015.85
ID  - Cheng2015/05
ER  -