The Characteristics And Enlightenment Of The Advertisements Starred By LiuXiang

Adervertisement characteristic and the enlightenment of liu xiang,the healthy running of the sports star advertisement,helps to promote healthy development of track and field and its commercialization,at the same time can provide sports learning and communication theory of interdisciplinary research to provide certain reference.Through the literature material law,questionnaire survey method,mathematical statistics research methods such as advertisement case of liu xiang are thoroughly analyzed,thus summing up the characteristics of liu speak ads highlight mainly include:universal characteristic;Field characteristic;Business characteristics;Channel characteristics;Image feature;Success or failure;Emotional characteristics,etc.From liu xiang an advertisement and the advertisement of audience research results obtained in the relevant inspiration:one is the development of track and field sports of our country,namely the "star effect" with the help of a sports star,let more people to know,to participate in athletics,experience the charm of athletics.The second is the revelation of the advertising audience,namely,to build self-confidence,to have the spirit of unending,to be grateful.3 it is enlightenment to advertisers(enterprise),when choosing a sports star endorsements,namely enterprise should choose the product or brand and enterprise spread correlation large sports stars,and try to avoid selection for multiple brands of sports star,sports star more humanistic care should be given at the same time.Four is on televsion ads(sports stars),namely sports stars to establish a personal brand awareness,want to notice good brand image,a variety of shape,should pay attention to when choosing the product or brand products or brand and the brand image.On the basis of this,the author puts forward some management strategies,enterprise strategies and spokesperson strategies for developing sports star advertisements.The research results are of great theoretical value and practical significance to the popularization of athletics and the commercialization of track and field.