本文關(guān)鍵詞：耐克足球文化傳播的世界杯廣告研究　出處：《成都體育學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：1928年國際足聯(lián)決定舉辦世界足球錦標(biāo)賽,并于1930年在烏拉圭的蒙德維地亞舉辦第一屆,此項賽事逐漸發(fā)展為全球最高水平的足球賽事,賽事后更名為世界杯,其冠軍獎杯大力神杯也成為足球比賽最高榮譽的象征。四年一屆的世界杯吸引了全球的關(guān)注,展現(xiàn)了一幅立體的足球文化圖景,成為闡釋現(xiàn)代足球文化的最佳平臺。鑒于世界杯的影響力,它也成為眾多商家所看重的宣傳平臺。作為全球第一運動品牌的耐克,雖然不是世界杯的官方贊助商,但其依靠極具創(chuàng)意的品牌營銷,依舊讓人們記住了非贊助商的耐克。本文就是對耐克營銷手段之一的世界杯廣告展開分析。本文將耐克的世界杯廣告作為分析對象,重點分析了2006-2014這三屆世界杯廣告,通過對廣告文本的具體分析,揭示耐克如何在變換的時代傳播語境下,借助世界杯的平臺,圍繞品牌文化核心內(nèi)涵,通過廣告解讀足球文化,形成自己的足球文化理念,擴(kuò)大品牌影響力。本文對耐克世界杯廣告進(jìn)行了系統(tǒng)全面的分析,論文包括緒論、三章正文和結(jié)論。首先對耐克世界杯廣告進(jìn)行文本解讀,發(fā)現(xiàn)耐克2006年世界杯廣告“美麗足球”,從技術(shù)、榮譽、快樂、團(tuán)隊精神、全情投入五個方面詮釋足球因何美麗,該廣告是對球場暴力以及消極比賽等的批判。2010年《踢出傳奇》則是通過球員賽場內(nèi)外的故事,詮釋戰(zhàn)勝賽場不確定性,成就榮譽,這是在球員經(jīng)紀(jì)越來越商業(yè)化的社會背景下對于美麗足球中榮譽因素的深化解讀。2014年《終極對決》強調(diào)人的快樂才是足球文化的本質(zhì),這是基于智能化背景下對于“美麗足球”中“快樂”因素的時代性解讀,三屆世界杯廣告耐克所傳播出的足球文化互有關(guān)聯(lián),呈現(xiàn)系統(tǒng)性,耐克逐漸形成自己對于足球文化的理解。之后運用符號學(xué)、敘事學(xué)相關(guān)理論剖析耐克世界杯廣告如何通過創(chuàng)意表現(xiàn),實現(xiàn)廣告意義的表達(dá)。探索廣告文本通過怎樣的操作實現(xiàn)耐克對于足球文化的解讀以及品牌內(nèi)涵的彰顯。最后對于耐克世界杯廣告的投放進(jìn)行了分析,發(fā)現(xiàn)耐克采取多媒體投放策略,并且積極利用新媒體與其年輕受眾群體進(jìn)行溝通。論文最后對耐克足球文化的世界杯廣告?zhèn)鞑ブ肋M(jìn)行了總結(jié),從廣告圍繞品牌內(nèi)涵,與時代傳播語境貼合,形成耐克自己的足球文化理念,耐克世界杯廣告?zhèn)鞑サ膶崿F(xiàn)路徑方面進(jìn)行總結(jié)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.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8;F416.8;G843;G206

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本文編號：1416004