Research On CCTV-5New Features Of The London Olympic Advertising

Strengthening highlight on sports in China, the love and interest of the mass of fans fondof sports and in parallel with the periodically quadrennial Olympic events, no doubt the sportindustry in China shows a significant growth and has its impact on advertising industry. InOlympics tournament held in London, the delegations of each country exert every intensiveeffort and went into a fierce competition in advertising inside and outside the arena. Currently,the term "sports" in the market exists as a form of product. Advertising of sports have comeinto being by reason of the public needs and the country economic interests and soon made ahigh-speed development. TV sports advertising is growing fast but at the same time generatessome problems, especially during the Olympics. There were huge amount of TV sportsadvertisements of uneven quality. The status of this research focuses on TV sportsadvertising and its negatives.This paper takes in consideration literatures data, analysis sheets, comparative analysisand the law of mathematical statistics as main references. Various references are considered inour research covering several foreign language collections and Chinese literature. TakingOlympic advertising content as an example and selecting all CCTV-5advertising (from July1,2012to August12,2012), from5pm to12pm daily broadcast), analyzing the duration of theseads, contents, forms, and making comparative analysis of the propagation characteristics ofthe TV sports advertising to identify the positive and negative effects of TV sports advertisingon sports development.The advertising of CCTV5during the Olympic Games tournament showed some newfeatures: First, one adman made different advertisements, such as: Li Ning, Anta, Tsingtao Beer, BMW, etc;Secondly, publishing advertising sports on TV in combination forms, forexample:"Anta moment of glory,"“Pantene pinnacle moment” combination of commercialadvertising and the Olympics highlights;Third, advertising in combination forms and differentnetworks, for example: Pantene brand invited diving champion Wu Minxia making ads oninternet.Research shows that, CCTV-5Olympic advertisements have its deficiencies: First, somesports ads are “never fish nor fowl” and we should enhance the inspection of sports ads;Second, some sports brand didn’t seize the opportunity of the Olympic Games; Third, sportsads lack of cultural heritage; Forth, excessive commercial advertisements and the lack ofsense of beauty;Fifth, sports ads pay more attention to the sports stars impacts.Some strategies are concluded by the analysis of the problems of the Olympics sports adsin CCTV-5: First, strengthen the supervision;Second, enhance the culture connotation ofsports ads; Third, reduce the commercial sports ads and produce beauty; Fourth, coherent therelationship between the sports stars and the sports ads.