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央视五套的鞋广告由最初的一家逐渐发展成为现在的“晋江板块”,来势之迅猛,队伍之庞大,的确让业内业外人士始料不及;更为特别的是,晋江的鞋企广告不但快速挤进了体育频道的黄金广告时段,而且几乎是不约而同打出了同一张牌——都在请明星作形象代言人,其中以著名的乒乓球和羽毛球运动员为主,有一些影视明星也加入在此行列。在体育新闻的空当中,在一些赛事播放的间歇处,众星们以“最潇洒、最亮丽”姿态频频施展魅力,向电视机前的观众或展示或推荐其代言的运动鞋品牌。
CCTV’s five sets of shoe ads gradually developed from the initial one to the current “Jinjiang plate”. The rapid growth of the team and the huge team size did make it unexpected for industry and outsiders. What’s more special is that the shoe enterprises in Jinjiang not only advertised Quickly squeezed into the golden advertising slots of the sports channel, and almost all of them played the same card. They all called for celebrities to be spokespersons. Among them were famous table tennis and badminton players, and some movie and television stars also joined in this. Ranks. In the air of sports news, in the intermittent intervals of some events, the stars displayed their charms in the “most elegant and brightest” style, and displayed or recommended their brand of endorsement sports shoes to the viewers in front of the TV.