体育广告在大学课余生活的应用研究  

Research on the Application of Sports Advertisement in College After-School Life

作　　者：欧阳瑞芬 OUYANG Ruifen(School of Physical Education,Guangzhou University,Guangzhou,Guangdong Province,510006 China)

机构地区：[1]广州大学体育学院,广东广州510006

出　　处：《当代体育科技》2021年第20期108-111,115,共5页Contemporary Sports Technology

摘　　要：为更好地了解体育广告在大学课余生活的应用情况,该文采用文献资料、问卷调查等方法进行研究,发现学生课余时间体育消费主要以实物型支出为主,体育广告具有传播体育文化、树立正确的体育消费观等应用功能,对学生体育行为与消费行为具有影响作用;体育广告缺乏创新性,存在过于商业化、没有建立完善及合理的校园广告准入机制等问题;体育广告在大学课余生活的应用需提高其质量与创新性,并制定一套科学完整的管理机制等。In order to better understand the application of sports advertising in university after-class life and make it better applied in university after-class life,through the research methods of literature,questionnaire and so on,the sports advertisement has the function of spreading the sports culture and setting up the correct sports consumption view,which has the influence on the students sports behavior and consumption behavior.There are some problems such as lack of innovation,over commercialization,lack of perfect and reasonable admission mechanism of campus advertisement,etc.The application of sports advertisement in university after-school life needs to improve its quality and innovation,to provide a scientific and integrated management mechanism.

关 键 词：体育广告 大学 课余生活 行为 

分 类 号：G812[文化科学—体育学]