The Research On The Recognition Of Commercials And Advertisings In TV Sports Coverage

With the development of the sports industry and researches, people come to pay much more attention on the combination of the economic benefits and sports itself than the past, while the researches of sports billboard gradually gained wide attention these years.As to the studies of sports billboards and special advertising, both of them are all relatively new subjects in studying, researchers have sought to use the newer and more accurate way to break through traditional way of studying: not only in psychology, but also in some brand new attempts. On large extent, the methods of research above gradually broke the past non-positivist doctrine and commercialization of research orientation, and begin to think more about their own characteristics and advertising sports psychology in an integrated field, so as to give full play to the two professional areas of subjects, with the application of the theory of psychology and sports industry to learn the relative knowledge, to makeing it more comprehensive and objective solution to the practical needs of studying sports advertising. Advertising psychology and sports events become more and more closely linked, and to have a useful attempt in the field of both sports and advertising psychology.This paper use both implicit and explicit methods, which both consider the characteristics of advertising and consumer psycholog. A 2×2×3×6 mixed design were used in this research, in which 2 as types of sponsors, 2 as sex, 3 as content of sponsors, 6 as exposing times. To explore the impact of advertising effectiveness to the recognition in implicit attitude changing, this paper is to explore the practical application of business and economic possibilities.The results showed that: 1. Advertising content and types will have a significant impact on the recognition; 2. The different of ad types and content will have a major impact on implicit attitudes; 3. Graphical advertising exposure will increase the audience's implicit attitude, and the effectiveness of increasing implicit attitude of Chinese advertising keep longest, but litter advertising don't have significant effectiveness on increasing audience's implicit attitude; 4. Due to difference of semantic, the Chinese character sponsors' recognition and implicit attitudes were significantly better than the letters and graphic ones; 5. The regression equations built by exposure frequency, ad types and advertising content were have useful effectiveness of conversion to predict, with some commercial value; 6. The factors of gender have no significant influence on ad recognition rate and implicit attitudes.