| The TV ad is a social production, when the economy has been developed in a certain stage. On the one hand, with the growing prosperity of sports economy market, all sorts of sports resources are unearth by media, and diversified sports shows and sporting events quickly be on the global TV screen, all kinds of sports media develop rapidly, and making more and more of the enterprise also begin to depend on the sports to attract consumers, to enhance their own popularity. On the other hand, the sport also shows its unique charm, transfers the spirit by the TV ad, so as to promote the development of the sports industry. Therefore, the development prospect of our country’s TV sports ad is considerable. But, the time is late when it entered into China, and the short time of development means the limitations of experience. Compared with the other countries’TV sports ad within a good development, Chinese TV sports advertising are need to improve no matter in ideas, still in the production technique. Under the scientific and effective experience accumulation, the good development tendency and the larger development space can realize the development of the stable, the fast, and the balance. So it is very meaningful to the development of our country’s TV sports ad that the research of the display and effect of Chinese TV sports ad.There are five parts for the article:the first part is introduction, the mainly expound the selection of subject basis, the status of the domestic and foreign relevant research and the structure of this article. The second part is mainly explained the study object and using the method of study for this article. The third part is result and analysis. There are several respects as followed:firstly, the simple instruction of Chinese TV sports ad, there are defining the concept, analyzing the present situation, the classification. And situation analysis is mainly analyze through the researching of the beginning and development course of Chinese TV sports ad and the comparing of Chinese’s and American’s TV sports ad. Secondly, the research function of TV sports ad, it means standard function and extending function of it. Thirdly, analyze the survey data of different levels of TV sports advertisement audience, and then analyzing its effect situation from the audience feedback information. Fourthly, researching the influence factors of Chinese TV sports ad, for more accurately, more scientific orientation of the practical condition of the Chinese TV sports ad. Fifthly, on the basis of theory, summary and the present situation of Chinese TV sports advertisement and the characteristics analysis of sports television advertisement audience, it puts forward the strategy of Chinese TV sports advertising development. The fourth part is summarizing the entire article study conclusion, and then putting forward the related suggestions. The last part is explaining the all kinds of disadvantages of the research, and coming up with a prospect for Chinese TV sports advertisement on the level of studying the present status of our country television sports advertisement. |
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