Research On The Sportswear Brands Of The Dissemination Of Visual Culture

With the development of social economy and culture,the traditional language and culture has gradually lost its dominant position,which is replaced by a more perceptual visual culture.The popularity,image,post-modernity,and mass characteristics of visual culture,has gradually influenced people's life style.The visual culture of sportswear brands uses their own language of symbols to display the sportswear brands unique personality.Spread more sports ideas to consumers,in order to affect public sports awareness,psychological benefits and encourage more consumers to participate in sports activities.Also with the development and implementation of the national fitness program and the strategic target of healthy China,it provides a powerful guarantee for the fast development of sportswear industry.This paper conducts a careful and in-depth analysis on the visual culture dissemination of sportswear brands in the perspective of Communication,and learns about the status of sportswear brands' visual culture dissemination at present as well as its influences on public sports culture through expert interview and questionnaire.The objective is to improve the effect of sportswear brands' visual culture dissemination,thus to help more people improve their perception and participation of sports through the visual culture dissemination of sportswear brands.The paper firstly starts from studies on visual culture dissemination,and expounds the evolution,characteristics,dissemination connotations as well as value functions of visual culture.Then,it analyzes features of dissemination methods of sportswear brands such as their own visual symbols,advertisements on magazines,TV or the Internet as well as sports events.In the end,it expounds the effect of sportswear brands' visual culture dissemination from two aspects: its influence on sports consumption,and its impact on the idea of sports.The study results show that: visual elements of sportswear brands can comprehensively express the sports culture and the idea of sports to be communicated,thus enhance consumers' enthusiasm to join in sports.Sportswear brands show a trendof using diversified approaches for visual culture dissemination,among which the sportswear color design and trademark design have very obvious appeal and impact force,but newspapers,magazines and sports events fail to demonstrate any evident effect in sportswear brands' visual culture dissemination.Therefore,enterprises should pay attention to the featured design of sportswear brands,and should also convey the sports culture and the idea of sports to consumers through targeted sports events.