基于广告文化视角对体育广告的研究

发布时间：2018-06-20 10:35

本文选题：广告文化 + 体育广告　；参考：《安徽师范大学》2006年硕士论文

【摘要】： 商业广告进入体育领域开始于20世纪60-70年代,不过体育广告的发展还相当缓慢。到了80年代,因人类社会由工业社会进化到以信息生产为主要特征的现代化社会,商品的同质现象日趋严重,使得人们对商品的文化内涵产生了极大的追求,文化成为广告传播的最佳切入点。许多企业发现了体育巨大的文化价值,对体育与广告之间的关系认识加深了。在体育引入了商业思想理念之后,体育这一人类所发明的娱乐,便逐渐演变成——集娱乐、休闲、健身为一体的产业,成为人们生活质量中倍受关注的焦点,这在客观上为企业的自我展示提供了一个硕大的舞台,从而使体育具有了传媒的特性。在广告与体育结合后,体育广告因为体育而具有了独特的文化特色。许多企业看重体育这一黄金口岸,不惜巨资利用体育广告来扩大企业的知名度和美誉度,来沟通市场信息,促进产品销售。体育广告进入中国相对较晚,特别是对体育广告的文化认识更是知之甚少和经验不足,使得我国体育广告在发展过程中出现了许多问题,如:体育广告的文化定位缺少经验;体育广告创意缺少“现代化”和“艺术性”;体育广告语言缺少魅力和个性;我国体育广告缺少对西方文化的吸收等问题。为了寻找到相应的对策,本文采用文献资料法、逻辑分析法、系统理论法等,对体育广告与广告文化的关系;体育广告的文化源泉及文化表征;对中西方体育文化的差异进行比较分析,从而对体育广告有了一个较清晰的诠释,因此,提出以下对策:企业应建立有效的品牌战略规划,确立品牌核心价值;对体育文化、企业文化和社会文化须有深刻的认识;表现手法上应加强对“现代化”、“艺术化”创意运用和对西方文化的吸收;体育广告语言既要体现出体育文化与品牌之间的内在联系,又要展现企业文化和品牌核心价值主张。
[Abstract]:Commercial advertising entered the field of sports in the 1960-70 s, but the development of sports advertising is still slow. In the 1980s, as human society evolved from an industrial society to a modern society characterized by information production, the homogeneity of commodities became more and more serious, which made people have a great pursuit of the cultural connotation of commodities. Culture has become the best entry point for advertising communication. Many enterprises have found the great cultural value of sports, and the relationship between sports and advertising has deepened. After the introduction of business ideas into sports, the entertainment invented by human beings, has gradually evolved into an industry that integrates entertainment, leisure and fitness, and has become the focus of much attention in the quality of life of people. This objectively provides a huge stage for enterprise self-display, thus making sports have the characteristics of media. After the combination of advertising and sports, sports advertisements have unique cultural characteristics because of sports. Many enterprises value sports as a golden port and make great use of sports advertising to expand their popularity and reputation to communicate market information and promote product sales. The sports advertisement enters China relatively late, especially to the sports advertisement culture understanding is very little and the experience is insufficient, causes our country sports advertisement to appear in the development process many questions, for example: sports advertisement culture localization lacks the experience; The sports advertisement originality lacks "modernization" and "artistry", the sports advertisement language lacks charm and individuality, the sports advertisement in our country lacks the absorption of western culture, and so on. In order to find the corresponding countermeasures, this paper uses the methods of literature, logic analysis, system theory, etc., to analyze the relationship between sports advertisement and advertising culture, the cultural source and cultural representation of sports advertisement. This paper makes a comparative analysis of the differences between Chinese and western sports culture, thus has a clear interpretation of sports advertisement. Therefore, it puts forward the following countermeasures: enterprises should establish effective brand strategic planning and establish brand core value; Enterprise culture and social culture should have a profound understanding; the expression methods should strengthen the use of "modernization", "artistry" and the absorption of western culture; the language of sports advertisement should reflect the internal relationship between sports culture and brand. To show corporate culture and brand core value proposition.
【学位授予单位】：安徽师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：G80-05

【引证文献】