Imagining Gold Medals: Interpreting Television Advertisements In Olympic Context

As the most important event in the Summer of 2004, Athens Olympic Games made the audience own too many sensations and recollections. Also made television advertisements in Olympic context be paid more attention. This essay is trying to interpret the peculiar characteristics of TV advertisements in Olympic context, which based on 20743 TV advertisements broadcasted on CCTV-1 during 31 days from August 6^th to September 5^th 2004.There are five parts in this article. First part expounds the causes and methods of this study. And then digs the core meanings of the TV advertisements in Olympic context after analyzing the agenda-setting, cause and context in the news field. Taking the whole social-cultural panorama as the basic point of elaborating, this essay tries to interpret the mechanism of meaning producing, transforming and accepting. Also reveals the process of being found and being understood to text meanings and pleasant sensations to TV advertisements. Then advances a viewpoint that TV advertisements discursive practices is the creation and identification of the audience imagining symbols. The meanings must be formed and transformed under the same imagining context. Advertising messages will be communicated farther and deeper in specific context expanding.Athens Olympic Games was away. 2008 Beijing Olympic Games is becoming our earnest expecting. The study of this essay hopes to get findings to Beijing Olympic Games and carry out new methods to TV-advertising study.