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借助话语分析和质化内容分析的方法,研究发现,从2008北京奥运会到2012伦敦奥运会,企业奥运广告的话语特征发生了四个转向:广告主角从奥运明星转向普通人,广告主题从彰显拼搏与梦想转向突出热爱、行动与坚持,广告视角从强调比赛结果转向关注运动过程,广告价值观从为国家荣誉而战转向个人价值实现。广告话语特征的转变意味着中国社会体育理念的变迁—从以竞技为核心、以结果为导向转向以实际参与和过程享受为重心,体育不再只是实现国家梦想的手段,开始回归普通人的日常生活。
With discourse analysis and qualitative content analysis, the study found that from the 2008 Beijing Olympic Games to the 2012 London Olympic Games, there were four changes in the discourse characteristics of corporate Olympic advertisements: the main actors shifted from Olympic stars to ordinary people, The dream turns to highlight the love, action and perseverance. From the point of emphasizing the competition result, the advertising perspective turns to the movement process, and the advertising values turn from fighting for the national honor to realizing the individual value. The shift in the characteristics of advertising discourse means the change of the concept of sports in Chinese society - from the point of view of athletics as the core, the result-oriented shift to the actual participation and the enjoyment of the process as the focus, the sport is no longer just a means of realizing the national dream, life.