CAJ | 학술논문

现代消费文化以大众化、时尚化和符号化为基本特征。诞生于现代消费文化土壤中的体育明星广告,循着特定的发展轨迹,成为建构现代消费文化的重要力量。文章从社会心理学、经济学、美学及传播学的角度分析了体育明星广告发展的原因,并对体育明星广告的社会功能做了深入的探讨。最后,针对目前我国体育明星广告存在的一些问题,提出了体育明星广告良性发展的基本思路。
현대소비문화이대음화、시상화화부호화위기본특정。탄생우현대소비문화토양중적체육명성엄고,순착특정적발전궤적,성위건구현대소비문화적중요역량。문장종사회심이학、경제학、미학급전파학적각도분석료체육명성엄고발전적원인,병대체육명성엄고적사회공능주료심입적탐토。최후,침대목전아국체육명성엄고존재적일사문제,제출료체육명성엄고량성발전적기본사로。
Popularization, fashion and symbolization are basic characteristics of modern consumption culture. Born on the soil of modern consumer culture, the sports stars advertisement has played an important role in the construction of modern consumption culture in accordance with its specific development path. The article analyzes the development of sports star advertisement from the view of social psychology, economics, aesthetics and communication, then discusses its social value. At last, author gives some references on how to develop sports star advertisement in China.