Study On The Characteristics Of Sports Advertising Communication In The Thirteenth National Games Of CCTV-5

With the continuous development of sports in China,sports advertising industry has also developed rapidly.The National Games in the study of scope has attracted national attention.The National Games is the largest comprehensive game and also known as the China-undefined highest level.National Game events are the same as the Olympic Games,except it is for martial arts.The original intention of National Game is to train new people and select talents for Chinese country undefined Olympic strategy.Advertisers also seized this opportunity,launched their commercials one after another in the CCTV-5 this authoritative platform brilliance.However,there are still some problems in sports advertising,which is divorced from the platform of large-scale events.Especially the large number of TV sports advertisements need quality improvement.Therefore,it is very important to study the current situation and existing problems of TV sports advertising.The main research methods of this study are literature method,content analysis method and comparative analysis method.Through the study of advertising,sports,television advertising production and other related literature and books,the theories of advertising positioning,corporate identity,brand image and two-stage cognitive response model are obtained.And collected the 92 days of the third quarter of 2017 CCTV-5 every day 7: 00-22: 00 ads,through the analysis of data to find the relevant sports advertising during the event and non-event period differences.Through a series of investigations and studies,it is found that the characteristics of CCTV-5 advertising in the National Games are: advertising characterized dependence,placement,series themes,repetitive themes,mixed themes as the creative features of themes,and news effects.Star fame type,market orientation type and sponsorship return type are star endorsement features and language,color,subtitle for production art features.Through the above research,we find that there are some shortcomings in the sports advertising of CCTV-5: first,the content of advertising communication is low in relation to sports;second,commercial advertising lacks cultural connotation;third,there are too many dependent ads;fourth,sports star effect is low;fifth,broadcasting deviation is too large.In view of the shortcomings found in the study,the corresponding countermeasures are put forward: first,to enhance the character of the advertisement itself;second,to enhance the cultural connotation of the advertisement itself;third,to arrange the advertisement placement rationally;fourth,to fully display the charm of the sports star;fifth,to maintain the integrity and consistency of the content.