Research On Sports Slogan

China is called the great slogan nation, slogans applies to the social life's many aspects, including sports field. The sports slogan is a slogan which concretely applies to the sports and related fields, including the athletics training instruction, the athletic field stand mood abreaction, the social sports initiative and mobilization, the school lifelong physical thought fostering and the sports product propaganda and so on.From "the exercise body and spirit, good attacked Japan" in the 1940s Sino-Japanese War period, "to exercise the body, defended the motherland, exercised the body, constructed the motherland" in the beginning of new China, to "friendship first, competition second" in the 1970s, China went to the world by, at the same time athletics sports also promoted and set up our country athletics sports status in the world. "One world, one dream" demonstrated Chinese achievements which obtained in the new historical development period to the common people all over the world. "Daily fitness, daily joyful"," good body, good life" and "all people body-building, your and me" promoted our country leader's the sports guiding principle of "developing sports, strengthening people's physique" is our country sports development new mentality in the new time, reflected the need to our country time development, also promoted our country implementation which is from a sports big country to a sports strong country, conformed to the scientific development concept under the new situation.In preparation for 2008 Beijing Olympic Games, the whole nation people with the incomparably enthusiasm joined into the movement which developed the promotion sport cause, the sports slogan's application reached the high tide. Sports slogan concealed and applied in various domains in the sports life, under its wording connotation essence, establishment rationale, extant questions and improvement strategy discussion became this article's research power. In research process of this paper, through three stages which are the literature material collection, reorganization and the logic analysis, unified multi-disciplinary knowledge, selected multi-disciplinary applications research techniques, took the content analytic method as the main research, profited from the thought of nature research, undergoes suitable sampling investigation, storehouse, code, examination processes and so on, studied the pure writing with certain science's quantification method, constructed and analyzed sports slogan application in different domains with the frequency statistics' method, carried on macroscopic and the microscopic stratification plane analysis from the theory and the practice aspect to the sports slogan, the main conclusion is as follows:1. Sports slogan's conception is limited as applies to the sports domain, short phrases or characters which support to the sports and sports related domains, divided into special and general theory, has the programmatic quality and agitational which is same as slogan, reflects certain visual image by a kind of vision verbal symbol, also has own characteristics. Its connotation has different significances because of different concrete application domains.2. Sports slogan has appropriate to the occasion, function, complexity, explorative and fuzziness characteristic and so on. Sports slogan reflects society time development is appropriate to the occasion; different functional departments have their function category expression during issuing sports slogans is function; the complexity mainly manifests sports slogan's using and disseminates aspects; the explorative displays in the sports slogan connotation's explicit initiative and the propaganda direction; fuzziness main surfaces in social different domain sports of slogan application aspect.3. Influencing factors of sports slogan application in various domains also has the content, the grammatical form, the carrier, the establishing place, the suitable scene, the dissemination way, the appraisal and the feedback and so on. Their relationships depend on each other, promote mutually, they simultaneously influence sports slogan's function exertion. 4. Sports slogan's explanation is not only the surface meaning expression, but the deepest level manifestation is analysis covered by the cultural property and the philosophy values. Only though establishing multi-dimensions and multi-objective choices under the linguistics, the cultural science, the value philosophy and the dissemination study field of vision, we can construct more scientific appraisal system to the sports slogan application.5. Many sports slogans application process in the present stage also exist some questions in the content, the form, the management and the organization dissemination aspect. Content aspect mainly exists four questions which are improper content, content formalization, content assimilation and dissimilation; form aspect mainly manifests that many sports content do not have direction, simultaneously the formalized question also manifests in the carrier format; management aspect mainly manifests that the legal system is not perfect, the result use and the valid management; organization dissemination aspect mainly manifests in unobstructed organization disseminates. Through standardly managing from content, form carrier, organization dissemination, we can promote sport cause's development by using sports slogan propaganda initiative function better.6. Sports slogans load sports values in the harmonious society. Only achieving the sports slogan harmonious development conception, manifesting the humanist ideological tendency, conforming to person's esthetic appeal, the fining language style, being fastidious about the rhythm and the community responsibility public welfare tendency, raising their technology content, they can be knawn,understood and accepted truly by people, then sports slogans can play the role of proper communication and agitation.7. The sports slogan manifests its connotation by vision verbal symbol, manifests its initiative standard characteristic, is effect to the speech act. Seeing from the management science angle, sports slogan realizes its visual management funcation by its visualization form. Any language's application is the information and culture's dissemination and communication. Seeing from sports slogan's longitudinal development course, sports slogan also reflects culture lineaging.Sports slogans in the different time have not only reflected time mainstream sports values under certain historical time background, simultaneously also guided and anticipated the development of sports.8. Sports slogans which apply in the different domains express different connotations by different manifestations, simultaneously have different functions. According to sports study research area, we divide sports slogan research into athletics domain, school and social domain; carry on the exploration analysis separately.First, sports slogans in athletics domain mainly include sports slogans in training venues and in athletics athletic field:(1) sports slogans in training venues mainly issue to inside and outside venues and peripheral region, content manifests preparing for the strategy, physical ability and skill requests, exercise the visual management function by visualization carriers, plays the micromanagement role to athlete's training process; (2) sports slogans in the athletic field mainly refers to sports slogans on the stand which issued to audiences or the fans, they are composition transformation part in the stand culture, the research is mainly fans'mood cognition apparent carrier when watch a sports contest in the process, is helpful in studies of athletic field audience's mood cognition, simultaneously discussed on relationship of slogan and stand unharmonious origin in recent years, provide certain theory reference to purify bad habit in athletic field, to guide civilized watching a sports contest, to promote the development of sports event industrial.Next, sports slogan applied in the school edition and teaching is following national sports educational policy releasing, games' convention and related sports development appearing, sports slogans establishment, education ideas and of the student body and mind development different education levels are adaptive, mainly implement the national education ideas, carry out sports educational policies, promote lifelong physical culture thoughts, can promote fully developing of students'morality, intelligence, physique, art and labor.The sports slogan not only applies in athletics domain and the school domain, but also applies generally in the urban outdoors propaganda, the Enterprises and institutions sports, the media advertisement, in the military training, the farmer sports and the disabled person sports. The research key of sports slogan using in the social domain, amainly uses in the urban outdoors, the Enterprises and institutions and in the media, because of the material collection and research ability:(1) Following the issuer of national sports policy and the development of city sports, the urban outdoors sports slogan appears, which mainly distribute in the streets, parks, communities, stores and other public places. In recent years, with the development of the society, the patriotism of winning glory for the country, the arduous struggle sacrificing spirit, the hard working dedication,the excellence professionlism,the innovation spirit of scaling new heights, and the team spirit of unity and cooperation are the core idea of "the Olympic Games spirit", manifests in various types of slogans of various prefectures supporting Beijing Olympic Games, which can implement all-people body-building idea and promote the development of society and the urban; (2) Business sports slogan can promote the improvement of the business staff culture, and enhance the business cohesive force. The Olympics spirit enterprise sports slogan initiated ----"faster, higher, stronger" has become the idea that enterprise should pay great attention to the efficiency (quickly), the quality (higher), the productive forces (stronger), which also becomes the core thought of modern business development. When business sports slogan promote business culture development, it also urges business leader change function idea and undertake more community responsibilities; (3) the media sports slogan mainly refers to the slogans issued on television, network, newspapers and periodicals and other media. They can divides into the public welfare initiative class and the commercial advertizing class. The public welfare class sports slogan is aimed at disseminating and the strengthening national spirit and the initiative society civilization. The advertisement class sports slogan take advantage of the sports slogan metaphor function to sell commodity and set up the enterprise brand image; (4) Applies in social other domains, like the military training slogan, its goal is to prepare, increase the army battle efficiency and serves the people. The farmer sports slogan is to improve the farmer quality, the life and the entertainment level. Applies fitness the sports slogan in the disabled person, is propagandizes the society to help the disabled consciousness, raises and drives disabled person striving to improve and the professional dedication.Based on localization study, by comparing selective application of domestic and international sports slogans, we can briefly conclude that their application field and theoretical basis are similar, but are not same in the language style setting, carrier forms of expression or application of different contexts, etc.