本文選題：廣告文化 + 體育廣告��； 參考：《安徽師范大學(xué)》2006年碩士論文

【摘要】： 商業(yè)廣告進(jìn)入體育領(lǐng)域開(kāi)始于20世紀(jì)60-70年代,不過(guò)體育廣告的發(fā)展還相當(dāng)緩慢。到了80年代,因人類社會(huì)由工業(yè)社會(huì)進(jìn)化到以信息生產(chǎn)為主要特征的現(xiàn)代化社會(huì),商品的同質(zhì)現(xiàn)象日趨嚴(yán)重,使得人們對(duì)商品的文化內(nèi)涵產(chǎn)生了極大的追求,文化成為廣告?zhèn)鞑サ淖罴亚腥朦c(diǎn)。許多企業(yè)發(fā)現(xiàn)了體育巨大的文化價(jià)值,對(duì)體育與廣告之間的關(guān)系認(rèn)識(shí)加深了。在體育引入了商業(yè)思想理念之后,體育這一人類所發(fā)明的娛樂(lè),便逐漸演變成——集娛樂(lè)、休閑、健身為一體的產(chǎn)業(yè),成為人們生活質(zhì)量中倍受關(guān)注的焦點(diǎn),這在客觀上為企業(yè)的自我展示提供了一個(gè)碩大的舞臺(tái),從而使體育具有了傳媒的特性。在廣告與體育結(jié)合后,體育廣告因?yàn)轶w育而具有了獨(dú)特的文化特色。許多企業(yè)看重體育這一黃金口岸,不惜巨資利用體育廣告來(lái)擴(kuò)大企業(yè)的知名度和美譽(yù)度,來(lái)溝通市場(chǎng)信息,促進(jìn)產(chǎn)品銷售。 體育廣告進(jìn)入中國(guó)相對(duì)較晚,特別是對(duì)體育廣告的文化認(rèn)識(shí)更是知之甚少和經(jīng)驗(yàn)不足,使得我國(guó)體育廣告在發(fā)展過(guò)程中出現(xiàn)了許多問(wèn)題,如:體育廣告的文化定位缺少經(jīng)驗(yàn);體育廣告創(chuàng)意缺少“現(xiàn)代化”和“藝術(shù)性”;體育廣告語(yǔ)言缺少魅力和個(gè)性;我國(guó)體育廣告缺少對(duì)西方文化的吸收等問(wèn)題。為了尋找到相應(yīng)的對(duì)策,本文采用文獻(xiàn)資料法、邏輯分析法、系統(tǒng)理論法等,對(duì)體育廣告與廣告文化的關(guān)系;體育廣告的文化源泉及文化表征;對(duì)中西方體育文化的差異進(jìn)行比較分析,從而對(duì)體育廣告有了一個(gè)較清晰的詮釋,因此,提出以下對(duì)策:企業(yè)應(yīng)建立有效的品牌戰(zhàn)略規(guī)劃,確立品牌核心價(jià)值;對(duì)體育文化、企業(yè)文化和社會(huì)文化須有深刻的認(rèn)識(shí);表現(xiàn)手法上應(yīng)加強(qiáng)對(duì)“現(xiàn)代化”、“藝術(shù)化”創(chuàng)意運(yùn)用和對(duì)西方文化的吸收;體育廣告語(yǔ)言既要體現(xiàn)出體育文化與品牌之間的內(nèi)在聯(lián)系,又要展現(xiàn)企業(yè)文化和品牌核心價(jià)值主張。
[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.
【學(xué)位授予單位】：安徽師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：G80-05

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 孫科;新中國(guó)體育廣告研究[D];北京體育大學(xué);2013年

相關(guān)碩士學(xué)位論文 前4條

1 潘蘇;北京奧運(yùn)會(huì)期間的電視體育廣告內(nèi)容形式與策略分析[D];上海體育學(xué)院;2010年

2 張曉依;論體育廣告文化及中國(guó)特色體育廣告文化發(fā)展方向[D];河南大學(xué);2011年

3 王志博;我國(guó)企業(yè)體育廣告的運(yùn)用狀況與對(duì)策的研究[D];哈爾濱體育學(xué)院;2011年

4 趙雨田;耐克廣告的文化傳播研究[D];西安體育學(xué)院;2013年

，

本文編號(hào)：2043962