【摘要】 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。更多还原

【Abstract】 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.更多还原