Research On The Narrative Mechanism Of Chinese Sports TV Ads After The 2008 Olympic Games

2008 Beijing Olympic Games provides a more rich social context for the spread of sports TV, sports TV ads in the quantity, form, function, sports implants and other aspects of the formation of a prominent force, the spread of culture and sports to better interpretation and narrative role. In 2022 Beijing Olympic background, the 2008 Chinese TV sports advertising narrative mechanism, TV sports communication has important realistic significance.This paper adopts the method of text analysis, case analysis and other research methods, in 2008 Chinese TV sports advertising narrative mechanism as the research object, select domestic representative and typical sports television advertising for text research. From the main narrative, narrative mode, narrative rhetoric. Analysis of TV sports advertising in China after the 2008 Olympic Games and puts forward the corresponding countermeasure and the construction direction.It is found that the 08 years after China’s sports TV advertising on the implantation of the narrative subject image of sports stars, the sports scene and social recognition of the value of suture narrative mechanism, but using a single physical image of narrative text tends to become the sports TV advertisement basic narrative characterization. Narrative of TV Sports Advertising showing simple collage, reflects the Chinese sports TV broadcasting industry awareness of cultural and sports minded. Sports television advertising to explore the cultural alienation phenomenon from the perspective of narrative mechanism, and the direction of construction planning. Express the core idea of sports TV advertisement wants to convey to the sports culture, in order to make sports television advertisement organically integrated sports narrative subject and improve the appeal of enterprise product expression.