摘要
本文采用文献资料法,以耐克广告为例对体育广告的表现手法创意进行分析,提出了对"以人为本"理念的尊重使得体育广告创意更具"现代化"和创意通过现代艺术的加工达到冲击、震撼消费者心灵,亲合消费者的两个观点,同时指出了我国体育广告在此方面的不足和期望。
Adopted the methods of documentary investigation, the paper analyses expressive tact＇s originality of sports advertisement on the basis of advertisement of Nike, bring forward two viewpoints that it make originality of sports advertisement further for respecting the idea of ＂taking people as centre＂, originality use modem art＇s process to impact convulse consumer soul of consumers, and hobnob with consumers, meanwhile point out our sports advertisement＇s shortages and expectation on originality.
出处
《四川体育科学》
2007年第3期8-10,共3页
Sichuan Sports Science
基金
2006年安徽省高校青年教师科研资助计划项目(2006jqw040)
关键词
体育广告
创意
现代化
艺术性
Sports advertisement
Originality
Modernization
Artistry
