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体育明星电视广告代言研究
孙文树
0
(安徽科技学院)
摘要:
以中央五频道2013—2015年间播放的电视广告为样本,采用内容分析法对体育明星的电视广告代言情况进行分析。结果显示:①体育明星进行电视广告代言的比例非常高,占27.66%;而在电视商业广告中,这一数字达到了36.05%,说明体育明星在电视广告中的流行程度非常高。②电视广告中体育明星的代言内容十分广泛,以汽车、公益、体育用品、酒类、赛事、媒体、企业形象、饮品等八类为主,并且体育相关产品的51.0%、非体育相关产品的25.7%都是由体育明星来代言的。③体育明星代言电视广告的数量与奥运会密切相关,企业选择体育明星作为代言人受体育明星的流行程度、匹配性、领域地位等因素的影响。④未来体育明星电视广告一定程度上会受移动广告的冲击,但是体育娱乐化也进一步拓宽了体育明星代言电视广告之路。
关键词:  电视广告;体育明星;内容分析;流行
DOI:
基金项目:安徽省哲学社会科学规划项目“体育明星代言人广告信源模型的构建及影响因素研究”
Research on TV Advertising Endorsements of Sports Stars
SUN Wen-shu
(Anhui Science and Technology University)
Abstract:
Abstract: Based on the TV advertising broadcasted by CCTV-5 from 2013 to 2015, the content analysis method is used to analyze the TV advertising endorsements of sports stars. Conclusions:①The proportion of sports stars in TV advertising is very high, accounting for 27.66%; in TV commercials, this number reached 36.05%, indicating that sports stars are very popular in TV advertising. ②TV advertising has a wide range of endorsements, including cars, public welfare, sporting goods, alcohol, sport events, media, corporate image, drinks, etc., and 510% of sports-related products, 25.7% of non-sports-related products are endorsed by sports stars. ③The number of TV advertising endorsed by sports stars is closely related to the Olympic Games. Enterprises choose sports stars as spokespersons because of their popularity, matching and status. ④In the future, sports star TV advertising will be affected by mobile advertising to a certain extent, but sports entertainment has further broadened the road of TV advertising endorsement of sports stars.
Key words:  TV advertising; sports star; content analysis; popular

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