摘要
"人本位"的体育价值理念,深深地影响我国体育观的嬗变。因为,体育是离不开主体人的身体性活动,体育运动必须重视和体现人的主体价值。然而,纵观我国体育的发展历程,由于各方面原因,体育一直体现为工具性价值,缺少人文主义内涵。在后现代主义社会,通过体育广告这个平台,我们清晰地看到体育本质的回归——人的主体性,追求主体快乐已成为当代的主流,从而展示出"更人文、更健康、更快乐、更人性"的以人为本体育价值内涵。
The human basis theory has been a significant value that influence the change of our sports views.While sports related to the human activities closely,so the sports activity should show the value of human.But when we look through the development of our country＇s sports,we can only find that sports is just as an instrement lacking of humansim.In the post-modernism society,we can see the return of humansim through the sports advertisement.Pursuing the happiness through sports has been an important methord to display the value of human basis to be more humansim,more healthy and more happy.
出处
《浙江体育科学》
2011年第3期15-18,共4页
Zhejiang Sport Science
关键词
体育广告
体育观
嬗变
sport advertisement
sports view
changes
