| Along with the development of the sports industry, sports advertisement has been as the most vigorous in sports industry, and also as an important part increasingly obvious in modern society. while sports advertisement also is a cultural phenomenon, the propagation of the spirit of sports, the value even media forms are influenced enterprises public image, rich and update the social culture. Sports advertising not only run throug every aspect of the human economy life. To a great extent, also dominate people's consumption idea,consumption patterns and consumption rhythm, that still can involve human social life, moral life and even political life etc, which influences people's view of nature, society, values and outlook more or less.After the combination of sports and advertisement, because the enter of "sports", sports advertisement has its unique culture, sport advertisement become an important part of advertising culture, and they formed very close relationship, namely sports advertisements and advertising culture is a kind of economic capital and cultural capital mutual reverse relationship, cultural sharing became one of the most important function of sport advertisement. Sports advertisements just as its name implies, the soul is the spirit of sports, although sports advertisements is a payed business behavior, its purpose is to gain economic benefits, that will surely carry enterprise culture and brand concept, but if we want make "sports" and "advertisement" together, we must reflect the "sports spirit" , which can truly accords with sports advertisements motif. As we can see it. The sports spirit appropriate ornot even can affect consumers's attitude and behavior to enterprise products and brands .In order to achieve the anticipated target, "sports culture" must as its soul in sports advertisement . So, firstly we must study the sports culture, especially the Chinese sports culture, which make modern sports advertising culture has the unique charm.Sports advertising culture connotation largely determines the commercial purpose, this paper firstly study advertising culture and sports culture based on advertising culturology, which as structuring of advertising culture theory foundation and reference. And explain the cultural implications of the sports advertisement from advertising culture attribute; Secondly, the age of sports advertising culture are from three sources :enterprise culture, sports culture, social culture. especially describes the most important sports culture from the historical angle and discussed in detail. Finally, under the context of globalization and internationalization of Chinese characteristic sports advertising culture development trend, and sports advertisements participation experience mode under consumer society, and sports events is a strong culture media that transfer brand idea and concept of value, etc., then offer some reference opinions about sports advertising culture trend of future development. |
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