| Recent years, the influence of the Internet thinking on the production and life of people is increasing. It is very important to explore the development of TV sports advertisement under the background of the Internet thinking. This study points out how to better development of TV sports advertisement design under the Internet thinking, based on the understanding of the present situation of China’s TV sports advertising design. Discuss the characteristics and core values of Internet thinking, according to analyzing the current status of traditional design.This research is based on CCTV sports channel’s leading position in China’s sports TV, and the main object is sports advertisement design. With the methods of literature, observation, comparative analysis, case analysis, and other research methods. Then analysis of its design put forward the direction of reform in the Internet under the thinking. The preliminary conclusions are as follows.(1) The Internet is not thinking of the traditional industrialization thinking completely subvert, but to combine the traditional economic, political, strategic thinking and thinking of the Internet as a system. To grasp the concept of TV sports advertisement and the type, analyze its position in the advertising media and concludes that TV Sports Advertising plays an important role in the marketing activities of enterprises. It is conducive to know the brand or the product and encourage loyalty. let people purchase preference. The research literature shows that people spend time watching television than online video platform, although the TV advertising evaluation is not high, but did not increase the sense of disgust.(2) Sports, advertising and other disciplines of sports television advertising designed to lay a solid academic foundation; TV sports advertising design refers to the sports advertising information visualization process in order to convey the specific intent of the main sports advertising, so that more audience or consumers desire to buy the product, thereby to achieve the purpose of the Advertisement; TV sports advertising designed to reflect: picture dynamic, beauty and tension, "the people" create the main body element, style and atmosphere up, transfer positive energy, slogans reflect the export-oriented language, situations, strong infection, etc.; TV sports advertising designed to reflect: picture dynamic, beauty and tension, "the people" create the main body element, style and atmosphere up, transfer positive energy, slogans reflect the export-oriented language, situations, strong infection, etc.; Its process is: preparation of designs, advertising planning, creative design, advertising script writing, storyboarding is determined, the official filming, modify finalized; give the audience appreciation television sports advertising impressed, TV sports advertising designer must use the Internet Thinking way for the audience to accept more TV sports advertising.(3) Representative of TV sports advertising design analysis comb, found its advantages, but there are also less than the design mode, the main problems are: A, Brand connotation of the excavation is not enough to stay in the shallow level. B, Ads selling point is not clear, the lack of impact and its own characteristics. C, The choice of the background music of TV advertising is lack of its own characteristics D, Choice of sports stars and new product fit is not enough, the lack of their specificity.(4) The main points of CCTV-5 channel sports advertising content in the auto parts, clothing and footwear, beverages(including drinks), digital household appliances, and automobile quantity rise, form a direct display, idol type, type, use of Lenovo reasonable exaggeration, the plot of the story, analogy. Design on the whole advertising is more flexible, more from the customer’s point of view, closer to the market and customers.(5) To summarize the existing TV sports advertising design at present advantages and disadvantages, put forward countermeasures to the development of TV sports advertisement design thinking in the internet. |
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