现代消费文化背景下体育明星广告论纲  

On Sports Star Advertisement In Backdrop of Modern Consumption Culture

作　　者：肖谋文[1] 余学好[2] 

机构地区：[1]邵阳学院体育系,博士邵阳422000 [2]怀化学院体育系,怀化418000

出　　处：《体育与科学》2012年第4期54-57,共4页Sports & Science

摘　　要：现代消费文化以大众化、时尚化和符号化为基本特征。诞生于现代消费文化土壤中的体育明星广告,循着特定的发展轨迹,成为建构现代消费文化的重要力量。文章从社会心理学、经济学、美学及传播学的角度分析了体育明星广告发展的原因,并对体育明星广告的社会功能做了深入的探讨。最后,针对目前我国体育明星广告存在的一些问题,提出了体育明星广告良性发展的基本思路。Popularization, fashion and symbolization are basic characteristics of modern consumption culture. Born on the soil of modern consumer culture, the sports stars advertisement has played an important role in the construction of modern consumption culture in accordance with its specific development path. The article analyzes the development of sports star advertisement from the view of social psychology, economics, aesthetics and communication, then discusses its social value. At last, author gives some references on how to develop sports star advertisement in China.

关 键 词：现代消费文化 体育明星 体育明星广告 产品 

分 类 号：G80[文化科学—运动人体科学]