Researches Of Elements Of TV Ads Of China’s Sporting Goods Brands

After the2008Beijing Olympic Games, China stepped into the "age of national fitness," the consciousness of national health constantly strengthen, at the same time, residents are also increasing their expenditure for sporting goods. All this are laid a solid foundation for the development of sports economy and industry in our country. The global financial crisis in2009, brought so many troubles for the international sporting goods brands, also gave a new opportunity for our country’s sporting goods brands. In spite of the network marketing is popular today, TV advertising is still very important for all the companies, therefore, how to use television advertising and show their brands better, is also a vital problem for sporting goods brands and has a very vital significance.In the past, most researches of the sporting goods brands were from the perspective of marketing and brand strategy to analyze the development situation and problems of each brand. In the research for advertising, many scholars focused on the foreign brands, analyzed the reasons of their successes and provided reference and enlightenment for the development of the national brands. When it comes to the research of TV advertisements, the study of television advertising components was so limited, and most used the qualitative method without objective data, can’t illustrate the characteristics and current problems clearly.This thesis adopts the method of content analysis and chooses the TV advertisements of the domestic top8sporting goods brands as the sample of the research to find the characteristics and problems in these advertisements. The research results show that the brands do use the same elements to perform their TV advertisements, but each brand has its unique characteristics, if the brands continue to expand these kinds of characteristics, the industry can achieve a difference in advertisements performance, so as to improve the recognition of the audience.