电视媒体广告与体育元素相关研究的综述

Summary on Television Media Advertisement and Sports Element Related Research

以文献资料法为主,对1990-2010年有关商业广告、电视体育广告、广告创意、奥林匹克运动等相关文章、专著进行逻辑分析。为商业广告与体育的有机结合提供理论与实践的借鉴。一方面使得广告投资的企业获得经济效益的提高;另一方面,将奥林匹克运动会及其奥运精神传遍全世界,推动体育的发展。

By means of literature review, this paper makes logical analysis on 1990 -2010 year related commer- cial advertising, television sports advertisement, advertisement creativity, the Olympics movement, provides the theory and practice model through the research for the commercial advertising and the sports organic synthesis. On the one hand, causes the advertisement investment the enterprise to obtain the economic efficiency the enhance- ment; On the other hand, spreads over the Olympics games and the Olympic Games spirit the world, impels the development of sports.