中国电视体育广告的特点与发展趋势  

Characteristics and Development Trend of Chinese TV Sports Advertising

作　　者：张雅楠 史友宽[1] ZHANG Ya-nan;SHI You-kuan(College of Physical Education,Henan University,Kaifeng,Henan 475001,China)

机构地区：[1]河南大学体育学院,河南开封475001

出　　处：《体育研究与教育》2020年第4期35-38,44,共5页Sports Research and Education

摘　　要：随着科技的发展,互联网的普及,网络广告以其高效策划方式、设计多样性、投放便利度等优势对传统的四大广告媒体带来了巨大冲击。电视广告份额由于综合视觉和听觉效果,能够运用多种表现手法将信息直观、形象地传递给受众,仍占据较大的眼球份额。研究运用文献资料法,梳理中国电视体育广告的发展历程,探讨中国电视体育广告的特点及趋向,结果发现:电视体育广告在互联网时代呈现出生活化、大众化的趋势,跨文化内容增多,表现形式和手法更加多样化等的态势。With the development of science and technology and the popularization of the Internet,online advertising has brought great impact on the traditional four major advertising media with its advantages of efficient planning,diversity of design and convenience of delivery.Due to the combination of visual and auditory effects,TV advertising can use a variety of expression methods to intuitively and vividly convey information to the audience,and catch people’s eyes.By using the method of literature review,this paper studiea the development process of China’s TV sports advertising and discusses the characteristics and trends of China’s TV sports advertisements.The results show that TV sports advertising shows a trend of being close to life and popularization in the Internet era,with more cross-cultural content,diversified forms and methods of expression,etc.

关 键 词：发展趋势 体育广告 电视 中国 

分 类 号：G80-056[文化科学—运动人体科学]