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Using research techniques and so on video recording law, observation method of average, content analytic method, logical analytic method, in the sports advertisement which in the Olympic Games CCTV Olympic Games channel broadcast to 2008 carry on the foundation which data video recording gathering, the observation count and analyze, has discussed looks like the Olympic Games such large-scale sports event period, the sports advertisement mamfestation question which emphatically on the television media the sports special channel broadcast.The statistical analysis result showed: Beijing Olympic Games period, CCTV Olympic Games channel broadcast the sports advertisement manifestation mainly has "the celebrity type", "the broadcast report type", "the story type", "the animation and the special effect type", "the song type", "the scene type", "the analogy type", "the demonstration type" and so on; And "the scene type" and "the celebrity type" two kind of advertisement manifestation most highlights in various types sports advertisement’s movement.Must transmit the information type based on the sports advertisement to be different as well as advertisement demand emphasis point difference, Beijing Olympic Games period, CCTV Olympic Games channel broadcast the sports advertisement performance category main stress formally "the sentimental demand", namely has the sympathetic chord from the sentiment with the general television viewer, causes it to feel the Olympic Games scene and the atmosphere, understands the Olympic Games spirit; In the sports with in the category television advertisement manifestation, each kind of sports advertisement which CCTV Olympic Games channel broadcast mainly aims at the Chinese, is using Olympic Games period aspects and so on Chinese’s high patriotic complex, national honor "the sentimental demand" transmits the sports professional field commodity the brand idea.Comprises theory, Beijing Olympic Games period, carries on the television sports advertisement manifestation take CCTV Olympic Games channel as the case the discussion and the analysis result indicated: Each kind of sports advertisement in the performance choice formally is not sole, adopts many kinds of manifestations to fuse the technique or the way transmit "the sports" various levels news.
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