Research On The Influential Factors Of The Sports Star Advertisement's Communication Effect

As the sports star advertisement is a kind of economic activity, the economic effect is surely the ultimate purpose of it. The advertisement expects to bring about good results, but the premise is that the advertising can produce communication effect and let the public know the related product information. The communication effect of sports star advertisement is influenced by various reasons, which is called the influential factors.The article intends to put forward the trends of sports star advertisement development by doing some research on the value of sports star and the status of their advertisement, analyzing the existing problems. It also intends to understand the spread of the sports star advertisement campaigns, put forward the factors which influence the communication effect. Then set up an evaluation model for it by questionnaires and statistics. The results are as follows:First, the five factors which affect the effect of the sports star advertising are the audience by media, sports star, product and brand, media, the ways of advertisement and propaganda. The article has made a quantitative analysis and qualitative analysis, then drew a conclusion which are as follows:(1) Sex,age,education,city,career,income and other factors, which play very important roles in the effect, especially the difference of sex.(2) Competition score,image,personality,virtue and widespread, among these factors, the bad news would ruin the image of the sports star, and it would also lead a bad result.(3) Credit of media, the rate of reaching and covering would affect the effect of propaganda. There is a wide gap between the difference of the distributions of the media.(4) It is a interact unit between the products and the sports star. The quality, price, the level of brand would lead great influence in the effect of media.(5) About the methods of the design of advertisement and the ways of propaganda, the sports star advertisement should pay more attention to innovation and define the media strategy ,which is the prerequisite.Second, in accordance with the five factors on the influence of the communication effect, the article establishes an evaluation model for the communication effect of the sports stars advertising campaign, expecting to provide some useful information for further research on the sports star advertisement. Third, sports star who contains much commercial and cultural value, has naturally became the protagonist of the major media and advertising. Nowadays, the sports stars advertisement reflects some of the features: Sports star's ad revenue is more than any other player; the ad revenue of female athletes is less than that of the male athletes; the athlete endorsement of the brand is not widely distributed; potential star is hardly favored by advertisers; athletes selection has potential risks for advertisers; the popularity of the sports item has influenced the sports star's endorsement. The sports stars advertising will be in the direction of diversification, the operation of advanced technology, "response" sensitive technology, intense competition and professional operation.