| With the vigorous development of China's market economy, China has the biggest sales of TV in the world. Advertising has gradually entered into the lives of ordinary people. At the same time, China's sports began to gradually peak, the emergence of a large number of well-known sports stars. Sports stars television advertising has become a modern form of advertising companies interested. On one hand, with healthy and positive image of sports stars and high popularity, high-visibility advertising for their products, companies establish a good corporate image, attracts the consumer's desire and makes huge commercial profits; On the other hand, sports star obtain high advertising revenue in return for the advertising for the company. It motivates players and, to some extent, is conducive to China's competitive sports, mass sports development and the industrialization of China's sports. Sports stars with literary star different special value, becomes the TV ads, the vaunted nova worth our in-depth research and discussion.Of course, we also want to notice, sports star TV advertising in the time also appeared in our country is not long, in the process of development, there are many problems for commercial sports stars trade-offs, enterprise how to avoid spread risk, governments management, market intermediary intervention, etc, all are areas in need of improvement. In more and more sports stars and television advertising affinity, we need more calm while at recent sports star TV advertising upsurge, looked at how sports star TV advertisement in sports stars'value, will this value better reflect, can in promoting China's sports star TV advertising industry development and protect sports star image and interests is not compromised, is worth our soul-searching question.In this thesis, literature, case studies and other research methods, sports stars on TV ads in our sports stars to study the value of research, further analysis of the influencing factors, the role and implementation factors, hoping to star in TV advertising on sports expertiseof depth, so that the phenomenon of hot spots for the more comprehensive and scientific, but also for our sports industry and television advertising industry to provide a theoretical basis for the development of better. |
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