Research On Sports Micro - Film Advertisement In London Olympic Games

As the first social Olympic Games, London Olympic Gameshad made a huge influence on many international companies. Undoubtedly, the onewhich arose more attention would be the final campaign of the battlefield ofadvertisement in the London Olympic Games. So, how to show their abilities in sucha competition to seize the opportunity in winning audience’s hearts and successfullyplace their brand images into audience’s awareness depends seriously on their specialadvertising technology.Due to audiences’ aesthetic fatigue of the traditional advertisements, the novelmeans of advertising has become the key to attract audiences. Sports micro-filmadvertisements came into being under this unique situation. During the time ofLondon Olympic Games, a number of international renowned companies havelaunched sports micro-film advertisements that suit their company images to attractaudiences such as Procter&Gamble, Erie, Nike and Adidas. Among them, the one"Cheer for Mothers" of P&G and “Olympics of Ordinary People" of Erie show usthe creativity and connotation of this form of advertising with different angles ofdisplay and special ways of narrative technique in order to place the brand images andcompany culture into audiences’ heart. They left audiences such a deep impression byusing abundant content and form. Sports micro-film advertising relies on new mediaas the main platform which has much more advantages than traditional media in eitherthe way of communication or the acceptance of audiences. However, we must realizethat only by combining the new and traditional means of communication can makesports micro-films really spark with the opportunity of events like London OlympicGames.In summary, the topics from sports micro-film advertising communication strategyduring the London Olympic Games, the analysis through to view the advertisementsof P&G and Erie from the ways of shooting, narrative and music as well as doingresearches on effects of sports micro-film advertisements spreading under thecircumstance of new media to raise discussions about advertising communication andbrand internationalization dissemination through some significant events.