Nike Football Culture Spread World Cup Advertising Research

In 1928 FIFA decided to hold the world championship,and in 1930 in Uruguay held the first session of Montevideo,this event has gradually developed into the world's highest level of football tournament,later renamed the world cup,the trophy has become a symbol of the highest honor in the football match.Four years of the world cup attracted the attention of the world,showing a three-dimensional picture of football culture,the interpretation of the best platform for modern football culture.Given the influence of the world cup,it has become a platform for many businesses valued.As the world's first sports brand Nike,although not the official sponsor of the world cup,but it relies on a very creative brand marketing,still make people remember the non sponsor Nike.This article is one of the Nike marketing means of the World Cup advertising analysis.This will be Nike's World Cup advertising as the research object,focuses on the analysis of the three 2006-2014 World Cup advertising,through a detailed analysis of the text of the ad,Nike reveals how the communication context in the era of transformation,with the world cup platform,around the core of brand culture connotation,through advertising interpretation of football culture,formed its own football culture the concept,expand the brand influence.This paper makes a systematic and comprehensive analysis of the Nike world cup advertisement,including the introduction,three chapters and conclusion.Firstly,the text analysis of Nike World Cup,Nike found that the 2006 World Cup advertising "the beautiful game",from technology,honor,happiness,team spirit,dedication five aspects of interpretation of football for what beauty,the advertisement is a critique of the stadium violence and negative competition etc..2010 "play legend" is the story of the players inside and outside the stadium,stadium against interpretation of uncertainty,achievement honor,this is the social background of more commercial brokerage and to deepen the interpretation of players under the beautiful football honor factors.In 2014 the "ultimate showdown" emphasizes the people's happiness is the essence of football culture,which is based on the background of the "era of intelligent interpretation of the beautiful game" "happy" factors,the three World Cup advertising Nike pass broadcast of the football culture are related,has gradually formed its own system,Nike for football cultural understanding.Then,using the theory of semiotics and narratology to analyze how to realize the significance of advertising in Nike world cup.Explore how to achieve the interpretation of Nike's interpretation of football culture and the connotation of brand.Finally,the Nike World Cup advertising on the analysis,found that Nike to take multimedia delivery strategy,and actively use the new media and its young audience to communicate.In the end of the Nike World Cup football culture communication channel is summarized,on the connotation of the brand from advertising,and the context fit communication era,Nike formed their own football culture idea,realize the path of Nike World Cup football culture communication were analyzed.