篮球明星形象包装的结构及特征

Structure and features of appearance design of basketball stars

以职业篮球明星形象包装为研究对象,对明星形象包装的内容结构、特征和包装效应进行了分析。研究表明:篮球明星形象包装可划分为外在形象类、技能形象类、品质形象类、成就形象类和品牌形象类5个层次;具有综合化、个性化、娱乐化、国际性和地域性特征;经济效应和社会效应并举是篮球明星形象包装的必然选择。

The paper analyses the structure, feature and effect of the basketball star appearance design. The appearance design of the basketball stars has five levels, i. e. , outer appearance design, technique design, image quality design, achievement design and brand image design. The appearance design of the basketball stars is featured with comprehensiveness, individualism, entertaining, international and regional features. The economic and social effects are necessary for the appearance design of the basketball stars.