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67 Hsin-hong Lin ABSTRACT Advertising is the major source of revenue for a highly market-oriented television system. To be efficient, more and more ads impress the consumers with symbolic feelings instead of functional explanation. Among them, the ads that feature celebrities are the typical case. In the past, consumption means owning the things or taking advantage of the things under the rule of supply-and-demand in a market. However, the use-value or the exchange-value of the things has been gradually replaced by their symbolic value in contemporary societies. Symbolic consumption thus becomes the characteristic of consumer behaviors. Taking as an example, this study interprets the response of the audiences after viewing the ads to explore the symbolic consumption in the TV ads of. Keywords: advertising, celebrity endorsement, symbolic consumption * Hsin -hong Lin received his master s degree in 2003 from the Institute of Communication Management, Nanhua University. 67
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