| The “Twelfth Five-year Plan” is the key period for our country to realize the greatgoal of scientific and harmony development. This period is also important for thefurther development our country’s sports whose goal is to build up a “Powerful SportsNation”. The sports culture construction has been put on a great emphasis in this plan,which also has been becoming a heated topic in our country’s sports research academia.This essay bases on the fast development of sports equipments industry in our countryfrom the beginning of reform and opening policy which has last more than thirty years,and focuses on the advertisement words in this industry’s marketing strategy to find itsculture value in this new field after analyzing its current usage condition. And thisessay should be of certain theoretical and practical value to some extent.Using the research methods of documentary, interviewing specialist and logics,this essay mainly discusses the current condition of the advertising words usage in themarketing strategy for some famous brands in our country and puts forward threerelated conclusions.Firstly, advertising words act as the language carrier of the propagation forenterprises to make the marketing plan, and the advertising words can be divided intotwo types, which include the advertising words to propagandize the brand and theadvertising words to introduce the products, from a generalized view. These two typesadvertising words have their respective character and sexist in the same system. Thetrademark advertising words, which focus on the propagation the brand influence inthe market, are relative succinct, abstract and stable. Meanwhile, the productadvertising words’ characters are relative particular and flexible because its main goalis to introduce the products to the consumers. For the advertising words system, thebrand advertising words is the core and the product advertising words is the base.Secondly, there are four obvious characters for the advertising words in themarketing strategy of the famous sports brands in our country.(1) The culturebackgrounds for the advertising words phenomenon in our country fosters fast and flourish. This character includes the sports manufacturing, which has been developingfast in our country, especially in Zhejiang Province and Fujian Province, the fast risingof the living standard in our country and the powerful sports competitiveness.(2) Thevalue views of the famous sports brands in our country seem multiplied. And thesevalues views include the competitiveness value which are always dominant in thesports value system, the education value which has been enriched in its contents, andthe health value has been put more and more emphasis on.(3) The advertising words ofthe famous sports brands in our country combine our country’s traditional culture andthe western culture in language style.(4) For the propagation media, the all-mediastrategy has been applied well in the propagation media choice for the famous sportsbrands. The all-media includes not only the traditional media such as newspaper,magazine, television, but also the modern media which are supported by the ITtechnology, such as the GIF, JPG, Flash and Shockwave.Thirdly, the advertising words of the famous sports brands in our country are ofmultiplied meanings.(1) The advertising words exalt the market influence for thefamous sports brands in our country. More and more brands made in China, which hasbecome a part in the world’s sports manufacturing, has been known to more and morepeople in the world.(2) The sports manufacturing products sells well with thepropagation of the advertising words.(3) the culture of the advertising words enrich theculture contents in our country, which used to focus on the sports competition.(4) Thelogic idea in the advertising words of the famous sports brands in our country alsoenrich the traditional advertising system in our country, which are charactered by theeastern culture, by absorbing the western logics. |
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