Under The Background Of The 2010 World Cup In South Africa Sports Advertising Entertainment

Currently, society is under the context of entertainment economy, the traditionalmodel of sport advertisement which concentrates on quality and function has nolonger satisfied people’s requirements. Referring audience as the centre and based onemotion experience, the entertainment advertisement has become the new trend insport advertisement operation, which regards the brand culture of big event as the ideaand starting point of creation. However, the research of entertainment advertisementin sport is still in the initial stage, and in China, most research on this aspect arecentralized on theoretical study but lack of creative analysis on specific cases.Literature study and cases study are applied as research methods in this article.Firstly, it starts from the background of World Cup, introduces historical backgroundof South Africa World Cup, communication background, marketing strategy and thebeneficial relationship between World Cup brand and sport advertisementcommunication which facilitate each other mutually; secondly, through theentertainment brand communication characteristic of sport advertisement in SouthAfrica World Cup show the classic communication form which is the organiccombination between sport advertisement creation and the World Cup brand. Thisform has three types:“the brand spread in the game”,“the brand spread in the music”,and “the brand spread in the fashion”. Thirdly, this paper combine with the specificoperation of outstanding case in the South Africa World Cup sports advertisement,analyze and classify the entertainment communication medium, the entertainmentdelivery process and the entertainment creative thinking, summarize thecommunication manifestation mode of the South Africa World Cup sportadvertisement. The entertainment creative thinking include “use sports elementillustrates the sports spirit”,“use image symbol links the event closely”,“use digitalmarketing on the internet attracts audiences”,“use cartoon technology shows fantasyand entertainment content”, and “use the African elements reflecting the joyfulsoccer”. Finally, analyze the reasons of entertainment communication in the SouthAfrica World Cup sport advertisement from macro-aspect and micro-aspect.This paper got the success operation experience of sport events advertisementduring the excellent sports advertisement on the World Cup in South Africa. From thestrategy of the entertainment brand communication, turn to the correctimplementation process as the guarantee; combine with the classic communication element and creative thinking, the products brand of sport advertisement will achievethe effect and benefit maximization. Only Chinese sport advertisement pay attentionto entertainment brand construction, develop the associate value, realize the effectivecombination of the brand culture and entertainment performance, then, it will standout from the serious homogenization commodity in the market economy society.