| December 15,2000 promulgated the "2001-2010 Sports Reform and Development Program" pointed out: "to further strengthen international sports exchanges","actively participate in international sports affairs,and constantly improve our status in the international sports","for the success Bid and host the 2008 Olympic Games to create a favorable environment." The state set up the "Olympic special fund","sports facilities construction and maintenance of special funds" and other special funds to ensure that the focus of the sports needs.This shows that the Chinese government attaches importance to the development of sports and the 2008 Olympic Games bid.July 2001,Beijing,China bid for the 29 th Summer Olympic Games success.In December the same year,China officially became a member of the World Trade Organization.At the beginning of the new century,China to sports as an opportunity to a more open attitude to meet the new development era.Advertising is seen as a barometer of economic development."China Sports Daily" is the first since the founding of new China's sports professional newspaper to report on the development of China's sports career responsibility.The newspaper itself focuses on the domestic sports news reports,taking into account the comprehensive coverage of competitive sports,school sports,mass sports,military sports,national fitness,sports industry,sports market and so on.Therefore,published in the "China Sports Daily" on the sports advertising in China is a microcosm of the development of sports,but also a microcosm of China's social changes.This paper uses the literature data,mathematical statistics,sampling survey and content analysis to carry out statistics,combing and classifying sports advertisements published in China Sports Daily from 2001 to 2015,examining sports advertisements,sports exhibition advertisements,Sports adolescent advertising,sports books and magazines advertising,sports website advertising,sports advertising,sports sports sports and other types of sports advertising content and promotional methods."China Sports Daily" in the first 15 years of the 21 st century,the rapid development of social changes in the environment continue to adapt,published a large variety of diverse,rich form,clever design of sports advertising.However,due to the rapid development of the Internet,the rise of new media to seize the attention of a large number of people,"China Sports Daily" as a paper media in the news of the timeliness and richness of the loss of advantages,the number of sports advertising showed a clear downward trend. |
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