体育明星广告表现手法探析  

Study on the Performance Technique of the Sport Stars' Advertisement in China

作　　者：谢翊[1] 

机构地区：[1]福建工程学院文化传播系,福建福州350014

出　　处：《福建体育科技》2008年第2期5-6,13,共3页Fujian Sports Science and Technology

基　　金：福建工程学院科研发展基金资助项目(GY-S0640)

摘　　要：体育明星是广告中的闪亮点,为了更好地实现广告诉求,商家和广告制作公司也会在广告表现手法上下足功夫,以实现最大的广告效益。本文结合了具体广告个例,从美化与赞扬、实证、联想、幽默法、号召以及情感诱导与理性诱导等6个方面对体育明星广告的表现手法进行分析,为体育明星广告创作提供参考依据。Sports stars is the shining point in advertising, businesses and commercial production companies often improve the performance technique to achieve the greatest advertising effectiveness. The paper analyzes the performance technique with specific advertising case and from six ways which include landscaping and praised empirical , association, humor, called rational and emotional induction and induction. The aim of this paper is to provide reference data for advertising creation.

关 键 词：体育明星广告 表现手法 探析 

分 类 号：G80-05[文化科学—运动人体科学]