论文部分内容阅读
体育名人广告是经济发展到一定程度的产物,在市场经济迅速发展的今天,体育名人广告以成为商家创造品牌效应,树立企业良好形象,并获得巨大商业利润的手段。本文采用文献资料法,从体育传媒的角度出发,阐述了从“乒乓外交”到“姚明时代”我国体育名人广告发展的历程及特征。
Sports celebrity advertising is a product of economic development to a certain extent. With the rapid development of market economy, sports celebrity advertising has become a means of creating brand image for businesses, setting up a good corporate image and gaining huge commercial profits. Based on the sports media, this essay elaborates the course and characteristics of the development of sports celebrity advertisements in China from “Ping Pong Diplomacy” to “Yao Ming Dynasty”.