【摘要】 研究目的在于从一个新的角度解释人们为什么参加体育活动的原因。许多人参加体育运动并不是为了寻求快乐、胜利、健康等,而是因为受到社会现状和当时社会价值体系的影响。当今的社会可以用体育、形象、符号、社会等几个词来解释,其实人们就是生活在这些词的联系之中,作为这四个要素的复合体出现的广告,就是对现实生活的生动表现。因此,从"消费社会"这个新视角来解释人们喜欢体育运动的原因。更多还原

【Abstract】 The purpose of article is try to explain why do people participate in the sports activity from a new point of view.A lot of people participate in sports activity not to seek for happiness,victory and health.The reason they participate in sports is social current situation and social value system at that time.The current society can be explained with such words as sport,image,symbol and society.In fact we are living in the connection of these words.The advertisement,as a compound body of the above four elements,reveal,a vivid behavior of real life.So from the new point of view of "consuming society",the author can explain the reason why people like sports activity.更多还原