New Ideas of Sports Brand Communication:From the Perspective of"Symbolization"of Basketball Shoe Culture
Under the background of"new media"and"media integration",basketball fans and audiences'love and appreciation for basketball shoe culture of star players has become one of the common social phenomena,and the basketball shoe culture of star players has become a symbol with sports significance.Based on the perspective of"symbolization"of basketball shoe culture of basketball stars,this paper analyzes the semiotic attributes of bas-ketball shoe culture and discusses the"involution"mode and current situation of basketball shoe culture communi-cation of basketball stars.It is found that(1)the series is endless,and the brand can change the original attrib-utes;(2)the color matching is ingenious,and the classification of shoes products is obvious;(3)the configura-tion is different,and the sense of technology attracts the audience.Therefore,it is proposed that the media role of sports brand stars enables fans and audiences to encode and decode the personal logos of sports stars,and explore an effective path for the cultural symbols of basketball shoes of sports stars to help sports brand promotion,in or-der to provide theoretical support for the logo creation and spiritual connotation interpretation of basketball shoe culture,and also provide certain reference significance for the semiotic research of sports brand communication.
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