Study On The Effect Of Aesthetic Psychological Distance On Sports Advertising

This study is based on the theory of sports communication, by borrowing the aestheticpsychological distance theory from Edward Bullough, and analyzes the effect withthe influences of psychological distance on sports advertising, and also proposed that in orderto achieve better result, attention should be paid to the study and mastery ofproper psychological distance, while gives advices on the industry development with thefusion of multiple subjects. Psychological distance reflected in communication of theparticipants in the communication degree in cognitive, emotional and attitudinal differences,also space distance, time distance, and social distance is closely related. The survey selectsrandomly100young and mid-aged people in Wuhan,Hubei Province for sample research,using questionnaire investigation method, literature information method, and mathematicalstatistics method. Take Nike as an example of sports advertising to research on the groups'acceptation of the advertising brand, content, roles. Statistics analysis results of100copiesshows that the current acceptation of Nike sports is to a high extent; during Liu Xiang'swithdrawal period, Nike's ads are accepted by the audience, and the audienceprefers closely related characters and plot, and does not endorse, or interestedin professionals who were considered far in psychological distance.From the research, the distance between information delivered by advertising andaudience would affect on the result, to achieve a better advertising spread effect, advertisingset needs to adjust the psychological distance, to access emotionally, to lead the audienceemotionally, makes the audience accept the information gradually, from the angle ofaesthetics psychological distance to bring better results to sports advertising. At present,sports advertising needs to take an overall vision, and place sports advertising in multi-subjectarea, to have a multiple review and interpretation, so to study sports advertising and clarifiedon this problem of fuzzy awareness, from the angle of aesthetics psychological distance tobring better results and show a new direction to the development of China Sports advertising.