| NBA(National Basketball Association),since its establishment in 1946,has developed into a business league with a total market value of more than $ 50 billion today from a bleak amateur basketball league.It has shaped the basketball into a cultural product loved by all races of all countries and it has been spread to 212 countries in the world.The successful experience of NBA is worth studying for Chinese sports industry.Former NBA president David Stern's star communication strategy has played an important role in the global promotion of NBA,and superstars such as "Magician" Johnson and "Flying Man" Michael Jordan have truly changed NBA into a world-renowned sports event.This thesis systematically studies the shaping process for the image of NBA stars with the imagology theory from the component accumulating to the image modeling of NBA star images,obtaining three characteristics of individuation,multiple dimensions and positiveness of NBA star image.It summarizes the image composition of NBA stars and studies it from four dimensions.It also analyzes the value of the NBA star image,and explains it from three levels of economy,culture and society.In addition,the thesis concludes the communication functions of NBA star image,including emotional bonding,experience as well as image winning function.With 5W model theory,the thesis analyzes the spreading structure for the spreading of NBA star image and summarizes its characteristics,such as thenovelty of the contents,the stories among the stars,the combination of rational appeals and emotional appeals.It as well analyzes the spreading strategies of NBA star image and studies it from five aspects,namely shaping the star image by honorary awards,the biography-style spreading of the entire media,the spreading strategy of the star image products,the international spreading of the star image as well as the crisis response to the star image. |
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