A Study On The Problems Of The Advertisement Of Sport Stars And Its Countermeasures

The cultivation and growing up of an outstanding name brand depend not only on qualified talents and scientific management, but also on the most current international marketing method. Menderra, the former president of South Africa, said that:"Sports have the power of changing the world."As a"lingua franca", the unexampled value of sports is embodied in the unique cultural connotation of itself. The enterprises can reveal their images and spirits in all direction and dimensions, and win trust of the consumers with the help of the sports. The advertisement of sport stars becomes a hot issue nowadays in China. As a carrier of sport marketing, the advertisement of sport stars is not only the crucial content in the running of market economy and sport industrialization, but also the impulse to push mass media forward which is the best example of"accretion"of sports and mass media. Especially in the prosperity of Chinese sports career, more and more sport stars stand out like Yao Ming , Liu Xiang etc. media and enterprises have paid more attention to the advertisement acted by sported stars in that they have more promising economic and social benefits.The worship to idols and stars is a key characteristic in the age of mass civilization, especially the mass media and visional culture which more regard image as a product to be consumed by the public. As an important source of sport career, sport stars have more advantages compared with other stars, so they enter the market and media even quicker. The academic field gives this phenomenon more attention. Scholars launch studies from different angles and express their own opinions towards the present situation of advertisement of sport stars. However, most of researches are not profound enough. Therefore, this thesis which is based on the present situation of advertisement of the sport stars, from the point of view of communication,psychology, advertising,marketing analyzes the sport stars and their method of transmitting and function in an exercised ways of analysis towards documents , contents and cases , in addition to research and interview. This thesis also inspects its present situation, the problems remained, and finally expect to make some breakthrough to propose reasonable and scientific opinions for its development.