Study On The Psychological Influences On Young Audiences Produced By TV Sports Advertisement Communication

Since the 2008 Beijing Olympic Games successfully held, sports have been becoming a popular topic again, which"brings opportunities and challenges to sports advertising. As an important aspect of the sports market, TV sports advertisements attracted more and more young people's concerns. From the view of psychology, this paper has made research on youth. The main purpose is serving for the development of TV sports ad industry, promoting scientific ideas and methods, satisfying demands and realizing effective communication. Applying communication theories, the study on the psychological influences on young audiences by TV sports advertisement will be a new research field to combine with the Advertising Communication and audience theory. The researchful significance is from the status of TV sports advertisements, scientific and objective describe the development of TV sports advertisements, analysis the influencing factors.On the base of putting forward suggestions and advtises.For the development of Chinese TV sports advertisements provide every reference and for the rapid development of Chinese communication for some of value contribution.In this paper, the research methods include documentary research method, observation method, questionnaire survey and quantitative statistic method. On the base of studing authoritative monographs and periodicals, summarized the formation and development of TV sports advertisement. Meanwhile observed three sports (CCTV-5,BTV-6 and Shanghai sport channel)channels' sports advertisement, recorded and statisticed their broadcast status, summarized the basic contents, main types of advertisements and form of TV sports advertisements.In questionnaire survey method,according to 430 random questionnaires are collected from youth,statisticed methods are used to classify and analy the questionnaire,to obtain the influence and effect on youth attitudes and conclusions from psychology.This study has found that youth more prefer to sports brand advertisements in aspects of advantagement formats and likeness.As one of sports brand of becoming the mainstream concern, they first love and favor in clothing, shoes and hats, second, for the Car advertisement. About advertising form, youth are more like narrative TV sports advertising.Youth higher accpet TV sports advertisements,they pay more attention and recognize TV sports advertisement, most of youth think the benefits of advertisements more than their One of the main advantages is that ad made youth's interesting more widely. In the attitude and selection of TV sports advertisement, the demographic variable of gender, residence and identity exist significant differences between the psychological needs of young audience, agents(a personality of advertisement agents is a key influence factor on select and aception of TV sports advertisement) and the audience motivations. Young men more like TV sports advertisements than young females, about one times above;the youth who live in megapolis require higher degree than who live in towns and countries, they also pay more attention to celebrity advertisements and manifest the strong motivations; the most outstanding differences of identity indicate in different needs:students follow closely about sports information, staffs are in order to improve the aesthetic requirement and unemployed youth are for basic necessities of life.