Audio-visual Analysis Of Sports Advertisement During The FIFA World Cup In South Africa

This paper take The FIFA World Cup in South Africa as the research background.By using the method of Literature,video,mathematical statistics,examples, logic, graphical to analysis ten sports AD(advertising) in CCTV5 during FIFA World Cup (June 11-July 12) from 17:00 to 04:00. The main content of audiovisual analysis are four aspects as images, sounds, advertising message and editing.Based on whether the contents of AD in CCTV5 Associated with The FIFA World Cup,the author divided it into two parts:The FIFA World Cup theme AD and not The FIFA World Cup theme advertisement.Then audio-visual analysis the AD respectively.The results of the study show that:The majority theme in the AD is The FIFA World Cup.Mainly express in this: football sports, soccer superstar, football sports products etc to convey superiority of product, express enterprise spirit and the expection to FIFA World Cup in South Africa; Background music is seen to be Extensive, those of them give priority to dynamic melody,and parts of AD created special music themselves;The use of acoustics mainly embodied in foil environment, especially to express Tense atmosphere in football game, increase the authenticity of picture;AD mainly express on healthy sportsmanship, characteristics of the product and fashionable personality, narrator and subtitles as the main expression form;Continuity montage, crossover montage, comparative montage, metaphor montage in AD are more extensive;Splicing skills most to swith and lap dissolve,and in addition also have used slow motion; Acoustic painting syncretic and Acoustic painting contrapuntal are the mainly relationship between sound and picture in AD.This study through the audio-visual analysis of sport AD during The FIFA World Cup in South Africa to found out the audio-visual status of it,aims to seek the audio-visual features and significance that existing in AD, carried out the preliminary inquiry for sports television AD audio-visual research,Also provide theoretical references for sports AD own development,and for the spread of healthy attitude about sportsmanship,and eventually promoting physical product sales.