摘要
奥运商业化运作的前提条件是其自身所拥有的巨大商业价值,奥运商业化运作的内在动因是其蕴有的巨大经济效益,而奥运商业化运作的核心要素则是其被世界传媒和跨国企业所看重与追求的全球广告平台和无可比拟的广告传播效应。
The huge commercial value has become the precondition of the Olympic Games, while the inner factors of Olympic commercial campaign could bring immense economic benefits. The global advertising platform and incomparable effect of advertisement in the Olympic commercial campaign are the core elements that are so valued and pursued by the world mass media and multinational corporations.
出处
《新闻界》
CSSCI
北大核心
2008年第3期161-162,172,共3页
Journalism and Mass Communication
关键词
奥运
商业运作
广告
The Olympic Games commercial campaign advertising
