摘要
体育在当代社会中已经成为大众生活不可缺少的重要组成部分,许多国内外的品牌都在借运动题材来为自己进行宣传,体育明星自然成为代言人首选。而在商业利益的驱使下,出现了体育明星为虚假广告代言的不良现象,这不仅侵犯了消费者的权益,同时也有损于自身的公众形象。通过对体育明星广告的失范现象进行反思,并提出解决体育明星虚假广告的可行性对策,旨在为新时期我国广告的发展提供理论依据。
Sports in contemporary society has become an important and indispensable part of our daily life, manydomestic and foreign brands are using sports subject to borrow their own brand publicity, sports stars become thefirst choice naturally. Driven by commercial interests, the phenomenon of sports stars has false endorsementsappearances, which not only infringe upon the rights of the consumers, also do harm to their public image. On thereflection of sports star advertisement anomie phenomenon, this article explores the countermeasure of the sportsstars＇ false advertisement, so as to provide theoretical basis for our advertising development in new period.
出处
《辽宁体育科技》
2016年第6期6-9,共4页
Liaoning Sport Science and Technology
关键词
体育明星
广告
失范
sports stars
advertisements
anomie
