Study On Sports Star TV Advertisements Showed In China And Its Development Strategies

Since first sports star advertisement shows in Chinese TV in1979and time past by, sportsstars gain more popularity by their optimistic images and their enormous influence and appealamong people. Therefore, many businesses choose them to speak for their own products, andeven make some TV advertisements in order to propaganda their own products, service and someconcepts. With the combination of Chinese traditional culture, the sports star TV advertisementsshow in China have its unique characteristic.This thesis, writing with the research methods of literature, case studies, questionnaires andlogical analysis and taking the sports star TV advertisements in China as a studying object,researches in many aspects including consumption-leading function, social culture education andsports spirit spread function, sports stars and business image molding function and public imagemolding function. Through analyzing and comparing a number of sports star TV advertisementcases, this thesis aims to find out the problems existing in Chinese sports star TV ads and try tofind out some useful solutions with the combination of Chinese conditions and cultures in orderto provide a theoretical basis and reference to perfecting China’s sports star TV advertisingresearch system.