Research On The Culture Connotation Of Sports Advertising

As the development of sports economy, sports advertising plays an important part in modern society. On the one hand, sports advertisement raises tremendous capital for the development of sports industry, and promotes the prosperity of sports industry. On the other hand, as the unique phenomenon of advertising culture, sports advertisement constantly changes people's value notion, and affects the public image of enterprises, enriches and upgrades the social culture. Spots-stars became the idol people adored in new period by their health and active image. They made quite cultural impact on the public. In today's society, as the entirety of the economy and culture, people's consumption of sensory organ and aesthetic appreciation have been elevated, and to some great extent, the utility purpose realization of sports advertising depends on the culture connotation of sports advertising. Sports advertising of China still in the elementary phrase of lacking the originality and culture impoverished. From the theory built the knowledge system of the sports advertising culture will have an public opinion effects on China's sports advertising leads to its'higher standard development.The paper aims to analyze the cultural connotation of sports advertising systematically, and shaped the knowledge system of sports advertising cultural connotation relative completely. Center on this purport, the train of thought as follows: Firstly, take the basic principle of sports advertising cultural connotation as the basic and cross-reference to build the theory of the sports advertising cultural connotation, and from the two aspects such as advertising cultural attribute and speech rights of advertising cultural illustrate the culture connotation of advertising; Secondly, form the cultural attribute of sports advertising and culture meaning of sports advertising and the culture impacts of sports-stars prove the culture connotation of sports advertising with great circumstance; Finally, from the advertising culture perspective insight into the development situation of China's sports advertising and provided the referential advices for the future development of China's sports advertising culture.