Study On Sport Elements And National Image-Building Of China Sport Event Advertising Videos

Through New Beijing, Great Olympics,the video for Beijing’s Olympic bid in2008,China,for the first time,showed the world China’s new images successfully,which became the turning point of China’s effort to model and propagandize national image through sport images and videos,making a new card for China.The success of this video has great influence on the advertising videos of the Guangzhou Asian Games,the Shenzhen University Games,the Tianjin East Asian Games and the Nanjing youth Olympic Games.However,due to the difference of cultures,more demands of advertising videos’ content and strategies have emerged to make them easily accepted by the world and lead to favorable impression and new understanding whilst broadcasting sportsmanship.Therefore,in this thesis,advertising videos of the Guangzhou Asian Games,the Shenzhen University Games,the Tianjin East Asian Games and the Nanjing youth Olympic Games are taken as examples.And the quantitative analysis of their content is carried out to whole structure of China’s advertising videos of large-scale sport events,focusing on the images containing sport elements.Based on frame theory, this thesis explores the feature of frame in national image-building, surveys whether a paradigm construction between sport element screen and national image of China sport event advertising videos, and think critically about related problems.In chapter1, the significance, research situation, basic theories, subject, method and frame of this thesis are explained. Related concept is defined in chapter2. In chapter3, category construction and encoding statistics are carried out, through "what to say" and "how to say" to overall research the amount, duration and content of the sample. In chapter4, the author summaries the manner, character and paradigm performance of national image-building in sport event advertising videos, and put forward referral suggestion to problem.