摘要
在我国市场经济条件下,体育广告日益成为体育产品为消费者了解的主要方式,也成为了各类与体育产品或者品牌竞争的焦点,体育明星为产品或品牌代言是体育广告的主要形式,但是近年来,随着消费者欣赏水平的提高,平民广告也逐渐走入人们的视野,本文从横向分析了体育广告的立足点、风险性、费用、广告效果等,并从纵向的体育广告发展规律的角度对体育明星广告和平民化广告进行比较,分析各自的特点,以期使我国的体育广告市场更加和谐健康的发展。
In China market economics, advertising has increasingly become main mode for consumers to understand sport products. It also became the various sports - related brands the focus of competition, sports stars for advertising for the brand sports brand advertising is the main form. In recent years, with consumer appreciate level increases, civilian advertising is gradually into people＇s vision. This article is from the horizontal sports advertising foothold, risks, fees and advertising effects, as well as the vertical development of sports advertising perspective of sports celebrities, advertising and comparative advertising of civilians, of their own characteristics, with a view to the sports advertising market in China more harmonious and healthy development.
出处
《体育科技文献通报》
2008年第7期90-92,共3页
Bulletin of Sport Science & Technology
关键词
体育广告
形式
创意性
比较研究
sport advertising
form
creation
comparative study
