The Value of Sports Stars in China Seen from Sports Star TV Ads
|School||Xi'an Institute of Physical Education|
|Course||Humane and Sociological Science of Sports|
|Keywords||Sports stars TV ads Value|
With the vigorous development of China's market economy , China has become the world 's first TV , television advertising also gradually into the lives of ordinary people . At the same time , China 's sports career began to move towards the pinnacle , the emergence of a large number of well-known sports stars , sports stars, television advertising has also become a form of modern advertising companies keen . One hand , enterprises with a healthy and progressive image of the sports stars and high popularity , high visibility advertising for their products , establish a good corporate image to attract consumers' desire for consumption , huge commercial profits ; sports stars , on the other hand , high advertising revenue , while advertising for businesses motivate athletes , but also to a certain extent, is conducive to the development of competitive sports and mass sports , and promote the industrialization of China 's sports undertakings . The special literary star sports stars become the star of TV ads sought after , worthy of our in-depth study and discussion . Of course , we must also noticed that sports stars TV ads appear in our country is not a long time , there are still many problems in the process of development , sports stars for the trade-offs of commercial enterprises how to avoid the risk of transmission of this government the management market intermediaries intervention , are still areas for improvement . In the growing number of sports stars and TV ads become attached to the same time , we need a more dispassionate view of sports stars in the recent upsurge in television advertising , how to treat the value of sports stars , sports stars TV commercials , to better reflect this value . protect the image and interests of the sports stars will not be harmed , while promoting the development of China 's sports stars of television advertising industry is worth pondering . This thesis literature , case studies and other research methods to study the value of sports stars in the TV advertising of our sports stars , further analysis of its influencing factors , the role and factors , specialized research hoping to participate in television advertising on sports stars deepen , more comprehensive studies , science, and also provide a theoretical basis for the better development of China 's sports industry and television advertising industry for this hot phenomenon .