摘要
运用文献资料、逻辑分析及综合归纳等研究方法,根据广告传播学、市场营销学的相关原理,分析现代体育广告的树立企业形象、传播体育文化、发展体育产业、指导社会消费和促进精神文明建设五个方面功能,探讨发挥功能具备的观众群体基础、中介基础和市场环境基础,为新时期现代体育广告的发展提供理论依据和参考资料。
Using the methods of documents, logical analysis and induction, the paper analyzas the functions of modem sport advertisement on the theory of advertising , communication and marketing, which include enterprise＇ s visualization, sports culture, sport industry, social consumption and inspirit civilization, and it has the foundations of spectator, agency and environment. The aim of this paper is to provide theory base and reference data for modem sport advertisement in new epoch.
出处
《福建体育科技》
2006年第1期1-2,8,共3页
Fujian Sports Science and Technology
基金
福建省教育厅A类课题资助项目(JA04036S)
关键词
体育广告
功能
基础
Sport Advertisement
Industry Theory
Foundation
