A plasma jet of a dielectric barrier discharge in coaxial electrode was used to produce plasma plume in atmospheric pressure argon. Spatially and temporally resolved measurement was carried out by photomultiplier tubes. The light emission signals both from the dielectric barrier discharge and from the plasma plume were analyzed. Furthermore, emission spectrum from the plasma plume was collected by high-resolution optical spectrometer. The emission spectra of OH (A2Σ+→X2Π, 307.7-308.9 nm) and the first negative band of N+2(B2Σ+u→X2Π+g, 390～391.6 nm) were used to estimate the rotational temperature of the plasma plume by fitting the experimental spectra to the simulated spectra. The rotational temperature obtained is about 443 K by fitting the emission spectrum from the OH, and that from the first negative band of N+2 is about 450 K. The rotational temperatures obtained by the two method are consistent within 5% error band. The gas temperature of the plasma plume at atmospheric pressure was obtained because rotational temperature equals to gas temperature approximately in gas discharge at atmospheric pressure. Results show that gas temperature increases with increasing the applied voltage.