耐克足球文化传播的世界杯广告研究

发布时间：2018-01-12 21:10

本文关键词：耐克足球文化传播的世界杯广告研究　出处：《成都体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：1928年国际足联决定举办世界足球锦标赛,并于1930年在乌拉圭的蒙德维地亚举办第一届,此项赛事逐渐发展为全球最高水平的足球赛事,赛事后更名为世界杯,其冠军奖杯大力神杯也成为足球比赛最高荣誉的象征。四年一届的世界杯吸引了全球的关注,展现了一幅立体的足球文化图景,成为阐释现代足球文化的最佳平台。鉴于世界杯的影响力,它也成为众多商家所看重的宣传平台。作为全球第一运动品牌的耐克,虽然不是世界杯的官方赞助商,但其依靠极具创意的品牌营销,依旧让人们记住了非赞助商的耐克。本文就是对耐克营销手段之一的世界杯广告展开分析。本文将耐克的世界杯广告作为分析对象,重点分析了2006-2014这三届世界杯广告,通过对广告文本的具体分析,揭示耐克如何在变换的时代传播语境下,借助世界杯的平台,围绕品牌文化核心内涵,通过广告解读足球文化,形成自己的足球文化理念,扩大品牌影响力。本文对耐克世界杯广告进行了系统全面的分析,论文包括绪论、三章正文和结论。首先对耐克世界杯广告进行文本解读,发现耐克2006年世界杯广告“美丽足球”,从技术、荣誉、快乐、团队精神、全情投入五个方面诠释足球因何美丽,该广告是对球场暴力以及消极比赛等的批判。2010年《踢出传奇》则是通过球员赛场内外的故事,诠释战胜赛场不确定性,成就荣誉,这是在球员经纪越来越商业化的社会背景下对于美丽足球中荣誉因素的深化解读。2014年《终极对决》强调人的快乐才是足球文化的本质,这是基于智能化背景下对于“美丽足球”中“快乐”因素的时代性解读,三届世界杯广告耐克所传播出的足球文化互有关联,呈现系统性,耐克逐渐形成自己对于足球文化的理解。之后运用符号学、叙事学相关理论剖析耐克世界杯广告如何通过创意表现,实现广告意义的表达。探索广告文本通过怎样的操作实现耐克对于足球文化的解读以及品牌内涵的彰显。最后对于耐克世界杯广告的投放进行了分析,发现耐克采取多媒体投放策略,并且积极利用新媒体与其年轻受众群体进行沟通。论文最后对耐克足球文化的世界杯广告传播之道进行了总结,从广告围绕品牌内涵,与时代传播语境贴合,形成耐克自己的足球文化理念,耐克世界杯广告传播的实现路径方面进行总结分析。
[Abstract]:In 1928, FIFA decided to host the World Football Championships and held its first session in Montevideo, Uruguay, in 1930, which gradually developed into the highest level of football in the world. After the tournament changed its name to the World Cup, its championship trophy has become the symbol of the highest honor in football. The four-year World Cup has attracted global attention, showing a three-dimensional cultural picture of football. It is the best platform to explain the modern football culture. In view of the influence of the World Cup, it has become the most important publicity platform for many merchants. Nike is the world's number one sports brand. Although not the official sponsor of the World Cup, it relies on creative brand marketing. Still remember the non-sponsor Nike. This article is one of the Nike marketing tools of the World Cup advertising analysis. This article will be Nike World Cup ads as the object of analysis. This paper focuses on the analysis of the three World Cup advertisements from 2006 to 2014. Through the specific analysis of the advertising text, it reveals how Nike can use the World Cup platform in the context of changing times. Around the core connotation of brand culture, through advertising to interpret football culture, form their own football culture concept, expand brand influence. This article carried out a systematic and comprehensive analysis of Nike World Cup advertising, including the introduction. Three chapters text and conclusion. First of all, Nike World Cup advertising text interpretation, found Nike World Cup advertisement in 2006 "Beautiful Football," from technology, honor, happiness, team spirit. The ad is a critique of violence and negativity. On 2010, the Legend of kick out is a story about the players inside and outside the field. Interpretation of victory over the uncertainty of the field, achievement honor. This is the deepening interpretation of the honor factor in beautiful football under the background of the increasingly commercialized player broker. In 2014, the ultimate duel emphasizes that human happiness is the essence of football culture. This is based on the intelligent background of the "beautiful football" in the "happy" factor of the times interpretation, three World Cup advertising Nike spread the football culture is related to each other, showing a systematic. Nike gradually formed its own understanding of football culture. Then the use of semiotics narratology related theory to analyze how Nike World Cup advertising through creative performance. To achieve the expression of advertising meaning. Explore how the text of advertising through how to achieve Nike for the interpretation of football culture and brand connotation. Finally, the advertising for Nike World Cup advertising analysis. Found that Nike takes multimedia strategy, and actively use new media to communicate with its young audience. Finally, the article summarizes the Nike football culture of the World Cup advertising dissemination. From advertising around the brand connotation, with the era of communication context, forming Nike's own football culture concept, Nike World Cup advertising dissemination of the way to summarize and analyze.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F416.8;G843;G206

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