Theoretical Study On Sports Advertising Video Effects In Sports Culture Transmission

The sports advertising video as a new media is an important carrier of thedissemination of sports culture. The sports propaganda film as a new media isan important carrier of the dissemination of sports culture. In2001, China’ssuccessful bid to host the twenty-ninth Summer Olympic Games, too Trailer8minutes to the judges and show the world the development China and Chinesesports.Systematically study on the role of sports publicity system in sportsculture dissemination, not only can promote people’s participation in thehealth sports life style, but also enhance national pride and cohesion bydisseminated the sports spirit and sports value from the sports propagandafilm. Through analyzing the sports propaganda, the research is related to thesports culture, mass media, cultural dissemination, and so on. Sum up thesports propaganda film elements, e.g. sports images, sports video and music indetails. The characteristics and functions of sports film are summarized. Thepaper proposed the positive role of sports film in the fields of enhancing thenational physical quality, promoting economic development, mass sportsextension, and sports undertakings flourish.This paper also studies the advantages of its unique communication underthe background of rapid development in science and technology. Investigationthe positive role and influence of the sports culture communication on sportschange, sports industry, sports project, sports events, and the sports host citypublicity. The paper also points out the current sports publicity exist someproblems and defects in the process of sports culture communication, such as"excessive commercialization", lack of humanistic education, focus oncompetitive sports and ignore mass sports. Some conclusions can be achieved,the standard production and management of sports advertising video areproposed, the cultural connotation need to be enhanced, communication waysshould be expanded, positive energy is eager to be transferred, which is betterfor dissemination of healthy sports culture, sports spirit and sports values. It would be make an important contribution for the continuous development ofChina’s sports, elevation the level of socialist spiritual civilizationconstruction, and promotion the construction of harmonious society.