我国田径明星广告发展对策研究

Research on the Development of Track and Field Stars in Our Country

运用经济学、社会学的有关原理探讨田径明星广告的价值,对2004年奥运会结束后出现的以刘翔为代表的田径明星广告的崛起及其广告过程中出现的诸如“白沙广告事件”、“肖像权官司”等进行分析,提出引进经纪人制度是解决我国田径明星广告系列问题的有效手段。

Based on the theory of economics and sociology, this paper discusses the value of track and field stars advertisment. By analysing the serial problem such as ＂advertising incident of BaiSha＂ and ＂portrait right lawsuit＂ after the 2004 Olympic Games, the authors point out that it is an effective means to solve track and field stars advertisement problem by introducing agents.