【作者】 杨赛男；

【导师】 陈晴；

【作者基本信息】 武汉体育学院 ， 体育人文社会学， 2008， 硕士

【摘要】 伴随着体育经济的发展,体育广告在现代社会中的重要性愈发彰显。一方面,体育广告为体育产业发展筹集了大量资金,促进了体育产业的繁荣;另一方面,体育广告作为一种特殊的广告文化现象,无时无刻不在改变着人们的价值观念,影响着企业的公众形象,丰富、更新着社会文化。体育明星因其健康、向上的精神气质,成为新时期人们崇拜的偶像。体育明星做广告将对公众产生强大的文化影响力。在经济文化一体化的今天,人们的感官消费、审美消费在提升,体育广告的文化内涵在很大程度上决定了体育广告功利目的的实现。反观中国体育广告,依然处在创意缺失、文化贫瘠的低水平阶段。从理论上建设关于体育广告文化的知识体系,将对中国体育广告朝着高水准方向发展起到舆论引导作用。本文的研究主旨在于从理论上系统分析体育广告的文化涵义,试图形成比较完整的关于体育广告文化涵义的知识体系。围绕这一主旨,本文的框架结构如下:首先,以广告文化的基本原理作为构建体育广告文化涵义理论的基础和参照,从广告的文化属性和广告的文化话语权两方面解释广告的文化含义;其次,从体育广告的文化属性、体育广告的文化意义——是一种强势的文化传播媒体、体育明星广告的文化影响力三个方面详细论证体育广告的文化涵义;最后,以广告文化为视角管窥中国体育广告发展现状并提供关于中国未来体育广告文化发展的参考性意见。更多还原

【Abstract】 As the development of sports economy, sports advertising plays an important part in modern society. On the one hand, sports advertisement raises tremendous capital for the development of sports industry, and promotes the prosperity of sports industry. On the other hand, as the unique phenomenon of advertising culture, sports advertisement constantly changes people’s value notion, and affects the public image of enterprises, enriches and upgrades the social culture. Spots-stars became the idol people adored in new period by their health and active image. They made quite cultural impact on the public. In today’s society, as the entirety of the economy and culture, people’s consumption of sensory organ and aesthetic appreciation have been elevated, and to some great extent, the utility purpose realization of sports advertising depends on the culture connotation of sports advertising. Sports advertising of China still in the elementary phrase of lacking the originality and culture impoverished. From the theory built the knowledge system of the sports advertising culture will have an public opinion effects on China’s sports advertising leads to its’higher standard development.The paper aims to analyze the cultural connotation of sports advertising systematically, and shaped the knowledge system of sports advertising cultural connotation relative completely. Center on this purport, the train of thought as follows: Firstly, take the basic principle of sports advertising cultural connotation as the basic and cross-reference to build the theory of the sports advertising cultural connotation, and from the two aspects such as advertising cultural attribute and speech rights of advertising cultural illustrate the culture connotation of advertising; Secondly, form the cultural attribute of sports advertising and culture meaning of sports advertising and the culture impacts of sports-stars prove the culture connotation of sports advertising with great circumstance; Finally, from the advertising culture perspective insight into the development situation of China’s sports advertising and provided the referential advices for the future development of China’s sports advertising culture.更多还原