| With the data from sports advertisements, the thesis makes an analysis of the relationship between sports and aesthetics and that between ads and aesthetics on the basis of aesthetic theories. It elaborates the aesthetic features of sports advertisements and points out the present situation of sports advertisements in China and existing defects in aesthetics. Based on this, the thesis puts the emphasis on the following two issues: first, how to promote the aesthetic value of sports advertisements; second, how to tap the creative aesthetic sense of sports advertisements and expand the fields of sports advertisements. Through the discussion, the thesis aims to promote the development of sports advertisements in a rapid and healthy way.It can be viewed as an inexorable trend that modern sports advertisements evolve in the direction of aesthetic appreciation. Aesthetic appreciation plays a dominant role in modern sports culture in the process of development. It is the historical condition that brings the birth of sports aesthetics; and meanwhile, it is the starting point for the present aesthetic study of sports. As such factors as commerce, aesthetic appreciation, entertainment and mass media are walking into sports, especially the worldwide spread of most influential medium—TV medium, sports is attracting more and more audience. In the mean time, as sports is now oriented towards commercial profits, it must be of greater aesthetic value in order to attract more audience. Undoubtedly, advertisements, as one of the art forms, are of high value of aesthetic appreciation, so it conforms to the features and developing trends of sports advertisements to make beauty as the optimal integrating point of sports and advertisements.On the basis of the discussion of the present situation of sports advertisements in China and existing problems from the angle of aesthetics, the present study finds out the defects and elaborates how to combine sports ads features with products in a more effective way. Ad appeals are realized in this way. The following points should be paid attention to in making up advertisements:First, all the features of sports advertisements should be mastered. In making up advertisements, the features corresponding to products must be found out in order to be integrated into ad appeals. The unity of the two makes the content and image more lively and vivid.Second, try to get rid of the stale and bring forth the fresh and avoid imitate others blindly. Any competitive advertisement always refuses plagiarism. Although products and media become more and more homogenized, we should speed up the step of creation. A competitive ad work must be made up to conform to the features of products. Also, the aesthetic value of sports advertisements will decline with the simple imitation. As implicit rules in athletic sports, the glittering of gold medals always shadows that of silver ones.Third, sports advertisements in China should learn from successful cases of well-known brands abroad. Ways of thinking and horizon should be widened and various creative means should be employed. Trammels of old ideas at present should be got rid of. Of course we should not throw the essence of traditional aesthetics away but integrate them in a harmonious way. Only in this way the cultural connotation and aesthetic value can be promoted to the maximum limit.The optimal effect of sports advertisement designs can be realized only by means of learning about aesthetic features of sports advertisements, mastering designing ways of sports advertisements and avoiding misconceptions in the designing process. Only in this way the intention of putting up advertisements that the audience accept products in appreciating ads can be realized. |
PDF Full Text Request