| Relying on their powerful coverage and outstanding communication effects,sport advertisements enjoy rapid development.In particular,during athletic competitions,sport advertisements win the best advertising opportunities.However,with the constant expansion of new media in recent years,the status of TV sport advertisements is being inflicted a shock.Therefore,if the study of the creative expression of TV sport advertisements during large-scale sport competitions is strengthened,this will contribute to the sustainable and sound development of the communication of TV sport advertisements and enhance the competitiveness of media resources.Major research methods adopted in the thesis include literature review,content analysis,and case study.Based on such creative expression theories as USP(unique selling proposition)theory,BI(brand image)theory,positioning theory,and ROI(relevance,originality and impact)theory,the thesis focuses on the research object of the creative expression of sport advertisements broadcast all day by CCTV-5 during FIFA World Cup in Russia(from June 14 to July 16).The thesis deeply analyzes the use of the creative expression elements of advertisements,creative strategies,style and characteristics,and proposes relevant shortages and problems found in the study.According to the analysis,in terms of the use of advertisement expression elements,visual expression mainly includes advertised products in the implanted advertisement plots of advertisement scenes,starry and shining advertisement figure endorsement,vigorous advertisement scene colors,and concise and marked advertisement scene subtitles.Audio expression mainly focuses on the background music with dynamic rhythm.The audio effects are adopted to set off the sport environment and play up the intense and fierce atmosphere,adding to the truthfulness of the advertisement scenes.Moreover,the combination of commentary with advertisement slogans adds the finishing touch to the content of the advertisement.Montage technique is adopted to link scenes to integrally and consistently demonstrate the content of plots.The creative strategic features of the advertisements include illustrating brand image with sport elements,approaching World Cup with imagery symbols,and creating the artistic conception of advertisements to convey the sport spirit.The expression style of the advertisement creation mainly consists of humor and exaggeration,life section,fashion and dynamism,celebrity recommendation,story plot,and animation special effects.During the research,it is found that the sport advertising products of CCTV-5 are mostly non-sport brands.When brands try to associate themselves with sport culture and competitions,the problem of using simple sport element symbols in a far-fetched way will emerge.Secondly,brands are not highly correlated with the sport competitions.This has prevented sport advertisements from conveying the sport spirit and shaping brand image,thus affecting the visual beauty of sport advertisement.The creative expression of some sport advertisements still follows the mindset of commercial advertisements.This has led to such problems as the lack of innovation,identical creative design,and inconspicuous "nature as a kind of sport advertisement".Conclusions and suggestions: During the FIFA World Cup in Russia,the sport advertisements of CCTV-5 displayed different characteristics from other commercial advertisements regarding the use of creative strategies and expression elements.This should be confirmed and recognized.However,some problems did exist.Therefore,the thesis proposes the following countermeasures: strengthening the expressiveness of sport elements in advertisements,integrating brands with sport competitions,and emphasizing the originality and differences of advertisement creation.The thesis also puts forward suggestions on the healthy development of sport advertisements from the following three aspects: CCTV,companies,and advertisement practitioners. |
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