| As a worldwide comprehensive sports meeting of the largest scale and the highest level, the Olympic Games enjoy billions of audience which accounts for occupying the attention of a huge market share. As a result of Olympic Games huge attention market, the television station retransmits the Olympic Games through the purchase television broadcasting right to compete, can cause own channel to become the public attention gathering "the super lively land ", by running television ads, the enterprise can make its own brand influence also increased dramatically in the process. To some extent, Beijing Olympic Games not only revealed the strength of Chinese sports, but also is the opportunity to show the strength of Chinese brands.In this article, the definition of television sports advertising is made by the methods of literature review, case studies, content analysis and interviews. I selects in 2008 Beijing Olympic Games period CCTV-5 to take this article from early morning 6:30 to the midnight 0:00 all sports advertisement the object of study. Advertising as the examples, classifying them as the following:by the content of these advertises,they can be divided into clothing, automobiles, beverages (alcoholic), home appliances categories, financial and other; by the form of these advertises, they can be divided into superstars, introducing type, analog, display, live clips style, story type, and the songs and "dynamic efficiency" and many other forms; from the television sports advertising cases, I compared and summarized their advertising strategies and then analyzed their data and drew conclusions. From the sports culture, marketing, communication perspective to examine, from an aesthetic, point of view to think of Advertising, I combine theory and practice of dialectical analysis to study, making the theoretical generalizations, to enrich the theory of sports advertising.Not only Beijing Olympic Games opening ceremony transmits to the world the Chinese nation traditional culture element, by picture scroll formal expression China's great history and development. China has a long history of five thousand years, making the Beijing Olympics has great cultural significance and profound cultural connotations. This also gives us inspiration, to combine the advertising purpose and the organic integration of Chinese culture, to intergrate the China's corporate brand elements and the organic integration of culture can achieve the combination of the corporate brand elements and the Olympic cultural connotation. In the shape of the world focus,2008 Beijing Olympics and Shanghai World Expo 2010 make good use of the Chinese elements to convey the shock brought by the Chinese culture, which gives us a good breakthrough."China element" contains symbols related to Chinese cultural symbols. Combined the "Chinese element" advertising can map the Chinese culture, wisdom, philosophy and aesthetic, which also can call out from a particular emotion, cultural experience, social significance, historical and cultural significance and meaning of customs. This thesis also discusses ad culture and sports advertising culture. From the national spirit from the traditional culture, moral, aesthetic and the manifestations of philosophical thought, I analyzed and summarized the cases advertising of Beijing Olympic Games, CCTV-5 sports ads, which showed that the Chinese element is inexhaustible treasure, advertisers should take advantage of it.It gives us inspirations by the analysis of Sports ads during the Olympic Games, which including that the creation of sports ad should improve its creative level; It should pursue the social values; it should innovate the theory of communication and develop the association values.Beijing Olympic Games provides businessmen and Chinese sports ad market unlimited thinking. Learn from the Beijing Olympic Games successful advertising case, which provides a good perspective for the post-Olympic era of sports marketing and brand building and development, which is what we explore in the future. |
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