| 我国体育明星广告及其发展对策研究 |
| |
| 引用本文： | 王明立.我国体育明星广告及其发展对策研究[J].河北体育学院学报,2009,23(6):19-21,31. |
| |
| 作者姓名： | 王明立 |
| |
| 作者单位： | 河南大学体育部学生体质健康研究所,河南,开封,475001 |
| |
| 基金项目： | 河南省科技厅软科学研究计划项目2006年度课题 |
| |
| 摘 要： | 分析了体育明星广告的概念及其市场形成和现状,指出我国体育明星广告存在着艺术性和创意缺乏,体育明星和代言品牌错位,代言明星不合适,明星缺乏自主选择意识,市场不规范、法制建设滞后以及中介机构欠缺、作用发挥欠佳等问题,并提出了规范和开拓我国体育明星广告市场的对策与建议。
|
| 关 键 词： | 体育明星广告 体育经纪人 自主选择意识 法律建设 广告创意 |
Sports Stars Advertisement in China and Countermeasures |
| |
| WANG Ming-li.Sports Stars Advertisement in China and Countermeasures[J].Journal of Hebei Institute of Physical Education,2009,23(6):19-21,31. |
| |
| Authors: | WANG Ming-li |
| |
| Institution: | WANG Ming-ti (Research Center of Students＇ Physique and Health, Henan University, Kaifeng 475001, China) |
| |
| Abstract: | This paper analyzed the concept of sports stars advertisement, and the formation of its market and its present situation, pointed out the following problems., sports stars advertisements in China are short of artistic and creative ideas; sports stars and the brand seem to be misplaced, their images not suitable for the star products; They lack a sense of self-selection; market is not standardized, the legal system lags behind, as well as the lack of intermediary institutions, as in functioning. In light of these problems, the paper gave some countermeasures for standardizing and expanding our sports stars advertisement market. |
| |
| Keywords: | sports stars advertisement sports broker sense of self-selection legal construction advertising creative |
| 本文献已被 维普 万方数据 等数据库收录！ |
|
