文章研究“里约奥运”期间广告设计中借势的运用方式。结合“里约奥运”期间借势广告设计实例,分析了“图形”借势、“文案”借势、“产品”借势、“情感”借势、“话题”借势等5种广告的借势方法。奥运作为世界顶级体育赛事,不仅是体育竞技场,更是品牌广告创意的战场。面对奥运期间广告创意竞争日趋白热化,要想将品牌及其产品推广自然而然的融入到消费者热切关注的奥运赛场时事热点话题上去,就需要运用借势广告设计手法,在降低广告成本的同时,可让品牌及其产品获得比投入更多的市场收益。 This article studies how to use the occasion of advertising design in “Rio Olympic Games”. Combining with the case of “Rio Olympic Games”, this paper analyzes the occasion of “Rio de Janeiro” “Topic ” and other occasions, such as the use of five kinds of advertising opportunities. As the world’s top sporting event, the Olympic Games is not only a sports arena, but also a battlefield of creative brand advertising. In the face of increasingly intense competition for creative advertising during the Olympics, in order to promote the brand and its products naturally into the hot issues of concern to the Olympic stadium, consumers need to use the potential advertising design techniques to reduce the cost of advertising at the same time, Allows brands and their products to gain more market revenue than they invest.