| Basketball originated in the United States on December 21,1891,and has a history of nearly 130 years.In the continuous development of basketball,a unique basketball spiritual culture has been gradually formed: It embodies the basketball emotion,the basketball attitude,the basketball concept and the basketball goal of the people who participate in the basketball,and all the precious spiritual wealth generated and formed through the continuous development of the basketball.In China,basketball is also one of the most popular sports among the people.With the continuous development of society and the continuous improvement of people's material living standards,people have more demands for basketball and basketball-related products,which provides a favorable environment for the development of basketball brand advertising.The prosperity and development of basketball brand advertising not only brings economic benefits to the brand owners,but also promotes the continuous progress of basketball,attracting more and more people to participate in it,junior high school students being one of them.Junior high school students are in the early adolescence,during this period,their physical and psychological quality are developing rapidly,their behavior is not stable and mature,and their thoughts are easily affected and disturbed by other external factors.If they do not get the correct guidance,they are easy to make mistakes.The study on whether the basketball brand advertising has a certain influence on the basketball spirit and culture of junior high school students can better understand the characteristics of the basketball spirit and culture of junior high school students,contribute to the overall development of junior high school students,and also help the basketball brand owners to advertise more effectively and accurately.In this paper,by using the literature material method,questionnaire survey method,interview method,content analysis and mathematical statistics,and research relevant literatures and materials,design research model and the questionnaire,interviews with relevant professional experts in the field of and record the experts put forward valuable opinion,finally the results of investigation and research and statistical analysis.Based on the content construction of basketball brand advertising,the content of basketball brand advertising is divided into advertising language,advertising spokesman,advertising form,advertising product information and advertising media,and the presentation mode of basketball brand advertising is summarized through the analysis of the content characteristics of basketball brand advertising.This paper explores the influence characteristics of basketball brand advertising on the basketball spirit and culture of junior high school students from three aspects of cognition,emotion and behavior tendency of junior high school students,and gives reasonable suggestions on the publicity and production of basketball brand advertising.The following conclusions are drawn:1.Basketball brand advertising through the use of celebrity endorsements,hyped sneaker culture,with Chinese element to render a variety of ways opportunely,satisfy the audience appeal,in junior high school students motivate junior middle school students audience's heart,to the spread of advertising effect has obvious effect,enhance basketball brand advertising content contains rich slogan,advertising campaign,advertising forms and product information,Through a variety of media to convey information to the audience of junior high school students,junior high school students' cognitive,emotional and behavioral tendencies have had a variety of effects.2.The basketball brand advertisement spreads information in various ways.Junior high school students get the information of basketball brand advertisement through the media such as TV advertisement,outdoor advertisement,mobile phone advertisement and computer website advertisement in daily life,while the traditional paper media has not been favored nowadays.After junior high school students in contact basketball brand advertising,advertising in various content and form of expression,the want to repeated viewing,recommend to others,learn more information and desire to buy the product,that basketball brand advertising in terms of stimulating the buying behavior of junior high school students have some positive effect,but junior middle school students' willingness to action is not strong enough.3.Junior high school students generally accept the emotional attitude towards basketball brand advertising,and more than half of the respondents like it.Nearly half of the junior high school students have a special liking for the basketball brand advertising launched by Nike,which has a rich history and many famous basketball players as its spokesmen.In the basketball brand advertising language,the most popular type for junior high school students is positive energy,the most popular form of expression for junior high school students is star endorsement,the most popular image for junior high school students is excellent basketball,the most attractive product information for junior high school students is the appearance of the product.4.Junior high school students develop their interest in basketball through exposure to basketball brand advertisements,which helps them improve their basketball level and awareness,enrich basketball knowledge,form basketball concepts,cultivate basketball spirit and cultivate basketball ethics.To a certain extent,it promotes the formation of conscious exercise habits and the improvement of interpersonal communication ability.However,it has no positive and significant effect on the establishment of basketball goals.At the same time,basketball brand advertising also has some negative effects on junior high school students.Junior high school students' pursuit and vanity of basketball products lead to the phenomenon of comparison among some junior high school students,which is not conducive to the formation of their rational consumption concept and also leads to the decline in academic performance.5.Basketball brand advertising has a positive and significant impact on the cultivation of fair competition and respect for opponents' qualities of junior high school students,and plays a positive and significant role in the cultivation of enterprising and persistent spirit of junior high school students.After junior high school students are exposed to basketball brand advertising,they integrate these excellent qualities into their daily life,which plays a promoting role in the formation of their personality and the establishment of values. |
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