The Status Quo Of China’s Sports Stars Advertinsing Communication Research

With the rapid development of sports business in China, the sports stars have been involved into the advertising activities much more than ever before. The sports stars make use of influence power of their own as "opinion leader" that enhances the persuasion of the advertisements, so that could make consumers trust the advertisements and create a trusting relationship between products and consumers.On the spreading of the advertisements, the broadcasted message might not be distributed directly to target audience due to all kinds of reasons, so it’s extremely important that to focus on the interpersonal communication and reputation effects. Moreover, the consumer prefers to accept the recommendation from the celebrity or idols, meanwhile, the sports stars are becoming more and more popular among the publics, so this provides an excellent social environment for the blossom of sports star advertising.The success of sports star advertisements that are not solely depends on sports star’s own glamour, but also affected by a lot of factors when the advertisements are being broadcasted. Analyzing of spreading of sports star advertisements, realizing of its media dissemination effects, studying the factors which would affect the spreading of sports star advertising and more over making some proposal to the development of the sports star advertisements are all very important to the sports star advertisements, meanwhile, have huge significant social meaning and academic research value.With the help of using the documentary analysis method, logical reasoning, case analysis method, this thesis mainly study the present situation of sports star advertising media dissemination, its related concepts, principles of communication and factors affected the results of sports star advertising by using advertisement science, communication studies, marketing and some other relevant theory.The research results show that the effect of spreading of sports star advertisements are affected by the characteristics of the target audience, the advertising spokesperson, the advertising method, the quantity of advertisements and the medium of advertising. So in advertising communication strategy level, firstly, the enterprise should have its accurate brand positioning, the image of the sports star should correspond to the product. And secondly, the choosing of media should be considered mainly on its effectiveness and the distinctive creativity of the advertising idea. Finally, the enterprise must to integrate and implement variety of marketing method. Therefore, the following measures are necessary:1. Cultivate efficient broker team of sports stars.2. Widen advertising media transmission channels, enhance the communication strength.3. Focuses on artistic and creative advertising.4. Establish and perfect the system of laws and regulations for the sports stars advertising.