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2008年奥运会是一个历史性机遇,中国应设计“中国制造”品牌奥运营销工程,把奥运变成“中国制造”这一国家品牌再造的历史契机。奥运会的全球化特征、奥运会电视欣赏的审美化和娱乐化倾向、人类对于速度和力量的向往等,则是奥运会作为一种国际社会文化活动的根基所在,也是她成为最受电视青睐的传播对象的主要原因。目前有些奥运报道仍然存在着把奥运会类型化、刻板化的倾向。不消除这些根深蒂固的传统意识,恐怕很难将奥林匹克精神正确传递给受众。
The 2008 Olympic Games is a historic opportunity. China should design the “Made in China” brand Olympic marketing project and turn the Olympic Games into a historic opportunity for the brand re-creation of “Made in China”. The globalization characteristics of the Olympic Games, the aestheticization and entertaining tendency of the Olympic Games television appreciation, and the longing for the speed and strength of human beings are the bases of the Olympic Games as an international social cultural activity and the most popular target audience for television. The main reason. At present, some Olympic reports still contain the tendency to type and stereotype the Olympic Games. Without eliminating these deep-rooted traditional consciousness, I am afraid that it is very difficult to transmit the Olympic spirit to the audience correctly.