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本文在阐述分析体育广告、电视体育广告内涵的基础上,剖析和探究了电视体育广告的优势,并且指出了当前我国体育电视广告存在的问题。电视体育广告的优势主要体现在:电视广告本身具有一定的传播优势;借助体育赛事,电视体育广告的效果更好;电视体育广告善于挖掘自身商品属性与体育精神以及消费者体育情感之间的契合点。我国体育电视广告存在过度看重明星效应、广告语缺乏专业性和针对性、无法引导观众“移情”产生对产品的好感等问题。
Based on the analysis of the connotation of sports advertisement and television sports advertisement, this article analyzes and explores the advantages of television sports advertisement, and points out the existing problems of sports TV advertisement in our country. The advantages of TV sports advertising are mainly reflected in: television advertising itself has a certain advantage of communication; with sports events, television sports advertising is better; TV sports advertising is good at digging their own attributes of goods and sportsmanship and consumer sports emotions fit point. China’s sports TV ads over-emphasis on the star effect, the lack of advertising slogan of professionalism and pertinence, can not guide the audience “empathy ” have a good impression on the product and other issues.