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Research on Televison Advertising of Yao Ming

Author: LiZhiHui
Tutor: LuoLanQiu
School: Chengdu Institute of Physical Education
Course: Humane and Sociological Science of Sports
Keywords: Yao Ming television advertising media image sports stars sports stars’ brands
CLC: G206
Type: Master's thesis
Year: 2013
Downloads: 129
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With the development of the commercializaiton of sports, sportsstars are not only eminent during the competition, but also they have peotentials insocial and commercial values. As to the latter, sports stars make it by advertisingspokesperson. Sponsors invite sports stars to be their advertising spokesperson toimprove the market recognition of their product. Meanwhile, being an andertisingspokesperson, they can shape their own images and develop their commercial value,achieveing a win-win cooperation. Therefore, sports stars also have the nature of the“product” gradually. With the awareness of the sports stars’ self-consciousness,sports stars’ branding has become a trend and necessity. However, sports stars willchoose the proudct or brand carefully, which they will advertise. And they want toset their brand-effect appeal point by different advertising products in differentstages. In advertisement, sports stars are not to gain public attention to the productwhich they advertise for, but they mainly connect the brand-effect of the sports starsand that of the product in order to shape those sports stars’ media image and gain thepublics’ trust.China has become one of sports powers in the world, which attracts the world’sattention and more and more international groups come to invest Chinese marketand they invite sports stars to advetise their product and make them widelyrealized.This is not only an opportunity but also a challenge for sports stars.Therefore, it is a key importance for them on how to choose the brands to advertiseand how to shap their images. As to the commercial values and media images ofsports stars, Yao Ming is of great significance. The paper mainly studies theinfluential elements of sports stars’ chooseing the product to advertise and theirshaping media images by analysing Yao Ming’s meida image and his stragties for it.The findings of the paper will be a refrence for the further study of sports stars’advertisement and media images to make better use of the resources of our sportsstars.

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