摘要
运用传播学、广告学的有关原理,分析了体育明星广告的含义与兴起;论述体育明星广告应遵循的传播原理,即品牌叠加原理、两级传播原理和情感映射原理;提出了体育明星广告应符合关联性原则、风险性原则、真实性原则和艺术性原则。
By applying theories of communication and advertisement, their definition and origin were analyzed. On the basis of this study, three spreading principles （identity of the brands principle,two levels spreading principle and reflection of the emotion principle）of sports star advertisement are summarized. At the same time,four principles （connections principle, risk principle,reality principle and artistry principle）are proposed.
出处
《山东体育科技》
2005年第2期64-66,共3页
Shandong Sports Science & Technology
关键词
体育明星
广告
原理
原则
sports star
davertisement
principle
