Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

The Value of Sports Stars in China Seen from Sports Star TV Ads

Author QiQingQing
Tutor ZhangYing
School Xi'an Institute of Physical Education
Course Humane and Sociological Science of Sports
Keywords Sports stars TV ads Value
CLC F713.8
Type Master's thesis
Year 2011
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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 .

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