Using the method of literature and investigation to study sport star advertisement problem in china, it is found that: (1) sport star advertisement is based on the image of sport stars and the commodity sales promotion method by advertising expression. (2) In the view of economics, sport star advertisement is influenced by the value of advertising; in the view of psychology, influenced by the "halo effect"; in the view of management, affected by the star "reputation management". (3)There are some disadvantages in the current sport star advertisement market, such as improper advertising design, advertisers who are lack of risk aversion; market bad regulation; stars moral landslides and so on. (4) The study suggests that, explicit sport star advertisement legal responsibility; implement the star endorsements censorship; sport stars manage their own images; consumers choose goods rationally.
sport sociologymultidimensional perspectivesport starendorsements
NETL
NSTL
维普
万方数据
