摘要
随着体育产业经济的迅速发展,体育广告也取得了长足的进步,但与世界先进水平尚有一定差距。处于21世纪这样一个全面开放、竞争激烈的大环境中,我们的体育广告应当何去何从,在哪些方面需要下工夫,值得我们每一个广告从业人员深思。笔者主要通过研究世界知名运动品牌——耐克的广告活动,分析他们所作广告的创意、表现以及媒介策略,试图从中找出值得借鉴的经验,从而更好地从事广告活动的实践。
Along with the fast development of sports industrial economy, sports advertisement has also gotten rapid advance, but compare with the world advanced level,there are also certain gap in the 21th century, the whole world are widely open, international compete become more intensive, how should our sports advertisement to be made, in which aspect needs we spend a lot of time, deserve our each advertisement worker think over. The author research in the worldwide famous sports trademark - NIKE＇s advertising campaign, analyse their creative idea, expression and medium strategy, attempt to find out the experience of worth-while reference from it, and lead our practice of advertising campaign better.
出处
《武汉科技学院学报》
2008年第2期48-51,共4页
Journal of Wuhan Institute of Science and Technology
关键词
体育广告
品牌
形象
port advertisement
communication
trademark
image
