Research On The Image Spreading Process Of Nike Advertisement

With the development of the market economy, sports stars are nolonger confined to a sports stadium, their potential economic value and social valuereceived unprecedented attention. Because of this, Advertising endorsements arebecoming more and more important ways to develop sports star’s value. On the onehand, sponsors take advantage of the popularity of the sports star, on the other hand, italso helps to shape and spread the public image of sports star, therefore maximize thebusiness value and symbolic value of the sports star, so as to realize sports star’sbranding and symbolic.This thesis mainly studies the history of Kobe Bryant in the Nike advertisingdissemination from2006to2011in China market. By studying the process that NIKEspread the brilliant basketball star Kobe Bryant a Black Mamba, reveals us sports brandsymbolic’s significant meaning. This thesis totally consists of six parts, the first part isforeword; the second part introduces the background of spreading the "Black Mamba "image; the third and fourth part, by analyzing the advertisement of NIKE put on theChina market from2006to2011, show us how the spokesman Kobe and the brandNIKE connected each other; The fifth part mainly on the summary of the advantagesand disadvantages of the process of spreading; The sixth part is a conclusion, China as asports power, lots of sports brands compete to develop China market, by Chinese sportsstars, many multinational companies penetrate the China market step by step, nationalenterprises face enormous challenges. How to exploit and develop the value of thesports star spokesperson to spread brand is particularly important.The paper’s research production, provides a theory foundation for enterprise’sspokesman choice and updates some industry delegates’ ideas. Last but not the least, ithas significant meaning for China sports star’s development and utilization. I expectthat it can provides a new strategy guide for our Chinese sports star’s image spreadingand make sports star’s rational exploitation become a reality.