| From of market economic,advertisement appears in various forms in the front of people,especially fierce c(?) (?)petition toady,people focus at the football word cup,puls the influence of Sports marketing,TV media bound to become a good and evil people mixed up advertising vehicle,in order to avoid serious commercial colour of advertisement.Non-sports domain commodity advertising because of their commercial colour makes TV audience in commercial advertisements during frequent changeover channel, distance to reduce TV audience of frequency conversion channel let TV audience will regard TV commercials viewed as an event the continuation of was able to keep the passion to see a game in subtle accept ads and great gap.This study to 2010 11 June 2010 July 12 South African football World Cup tournament CCTV channel 5 round-the-clock create non-sports domain commodity advertisement's sports elements as the research object, the integrated use of literature study, video statistics, mathematical statistics (chi-square test, factor analysis), expert interview and case analysis and other methods. On the analysis of the related literature at home and abroad on the basis of predecessors to conclude that the research is mainly sports elements from the overall aspects of roughly analysis, not deeply into details on detailed analysis of the physical elements, the relationship between the has the stress of study for all kinds of sports elements in the proportion of callisthenics domain commodity advertising and the field of all kinds of commodities 3.there advertising the importance and the regularity of the corresponding reflect not discussed. Combining multidisciplinary knowledge such as advertisement, sports science, etc, through the analysis of callisthenics domain commodity advertising, thus to sports events-the football World Cup as the background, for the World Cup non-sports field of various commodities breaks the form and quantity statistics and comparison, and then compare the systematic research of the tournament non-sports domain commodity advertisements contain the physical elements, from theory and empirical discusses all kinds of sports elements in the tournament during the rankings, advertising different kinds of sports commodity advertising elements that the differences of various sports choice in each element of the advertisements contribute, in all kinds of sports elements in non-sports domain commodity used in advertisements trends for no addition sports element brand proposed theoretical aspects of advice. The results of the study indicate that:The World Cup tournament merchandise AD various, commodity spots of different forms with hard advertising give priority to with excellent soft advertising complementary.Giants feast in advertising and sports elements of combining ways to implant sexual advertisements mainly.During the World Cup tournament live there are seven merchandise advertising (dress kind, food &beverage, home appliance and IT class, communication class, the finance, wine, motor vehicles and other classes) including apparel merchandise advertising not in any physical fusion elements.The World Cup, the classification of the sports elements for:football tactics of the element, sports stars of the element, the World Cup logo of the element, the World Cup venue of the element, the World Cup in South Africa, World Cup tournament sport of the element of the element, popular sentiments of the element, football sports equipment of the element, etc.According to the enterprise idea, culture and products, the essential characteristic of callisthenics domain commodity ads in sports element USE has significant differences. Which is not opposite between highly significant differences.All kinds of sports elements in a class of advertisements of contribution:football technical elements, popular sentiments of sports elements, football sports equipment such elements sports elements is more suitable for liquor advertisements fusion.Based on domain commodity 3.there advertising in sports element analysis and discussion, on the one hand, explore non-sports domain commodity advertising and sports correspondence and performance regularity elements of sports advertisements further enrich the theory study, on the other hand of commodities advertising planning according to different sports event features provide certain reference. In sports elements on the choice of need and commodities, enterprise, competition to a certain extent the fit, but sports element apply, show in certain under the perspective of the authenticity of advertising feeling effect, in this respect this paper or is in danger. |
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