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在现代商业社会中,具有社会传导功能的体育赛事不仅仅只是作为传播大众文化的媒介而被我们认识。现代商品经济社会中体育的职业化商业化,将其造就成了连接商业和媒体的中介桥梁。与媒体结合后的体育,因其能够携带传播商业信息而成为现代商品经济社会的市场新“媒介”。他作为广告媒介所创造出的价值更为凸显。随着社会的发展,传统媒体的传播环境日益恶化,由于个人化和媒体的细化,受众被分流,人们的注意力被分散,大量的广告充斥在强势媒体上,使这些媒体的空间越来越狭窄拥挤,与消费者的沟通反而造成了障碍。在这种情况下,许多企业纷纷寻求新的广告媒介。具有对大众眼球超大吸附力的体育赛事脱颖而出,成为广告媒介中的新
In modern commercial society, sports events with social transmission function are not only recognized by us as media to spread popular culture. The commercialization of sports in the modern commodity economy and society has created a bridge between business and media. Sports combined with the media have become the new “media” of the market for modern commodity economy and society because of their ability to carry commercial messages. His value as an advertising medium is even more apparent. With the development of society, the propagation environment of traditional media is deteriorating day by day. Due to personalization and media refinement, audiences are diverted and people’s attention is distracted. A large number of advertisements are flooded with powerful media, making these media more and more space The more narrow and crowded, the communication with consumers has caused obstacles. In this case, many companies are seeking new advertising media. Has a huge appeal to the public sports events come to the fore, as the advertising media in the new