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Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective - Research Paper Example

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Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective

Introduction Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy of effort, the educational value of good example and respect for universal ethical principle. ---The Olympic Charter (IOC,2004:9) The Olympic Games are an international sports festival that began in ancient Greece. Olympic Games, considering the fascination of viewers and spectators worldwide, are unmatched among cultural events (Alkemeyer &Richartz, 1993). Every four years, elite athletes from all over the world with coaches and officials, media representatives and hundreds of thousands of spectator have gathered for around two weeks for such a sporting event that can be spread via mass media including television, radio, print media, and the Internet by billions of people around the world. With the modernization of the Olympic Games, they are enriched as a cultural, political and economic phenomenon, no longer just a sporting event. Particular interests see them as a media event, a tourism attraction, a marketing opportunity, a catalyst for urban development and renewal, a city image creator and booster, a vehicle for ‘sport for all’ campaigns, an inspiration for youth and a force for peace and international understanding. The report will focus on the role that Olympic Games play in inspiring the audience in terms of mass communication, particularly in Olympic advertising. Dating back to ancient Greece, the term “hero” was defined as “a superior man”, embodiment of composite idea” (Fishwick, 1985). The gods imbued the hero with exceptional human characteristics such as strength, power, and courage (Fishwick, 1985). However, as a historically and culturally delineated construct, “heroism” has evolved across time and national boundaries. (Fishwick,1985). While the ancient hero was admired for his extraordinary physical strength and skills, the modern hero is also described in terms of social accomplishment: attractive, victorious, charismatic, individualistic, skillful, down-to-earth, a realistic role model, and a risk taker. (Fishwick, 1985). Whereas the ancient hero was generally a warrior, the modern hero is often a sports figure. As Ryan notes: “Every culture has its gods, and ours hit baseballs, make baskets, and score touchdowns” (Ryan, 1995). The Olympic games have a rich, storied reputation based on athletic competition at its highest level, not as a one-time event, but literally for thousands of years. Over the millennia, athletes have become heroes and icons, inspiring generations of fans and future athletes to work hard in pursuit of their dreams. The Olympic athletes are carrying on a tradition that has deep meaning across cultures, offering inspiration to millions of people around the world Every Olympics has had its heroes from whom many fans and observers draw inspiration. Olympic heroes succeed in capturing people’s imagination through their athletic prowess, determination, and personality. They often represent both individual and collective ...Show more


Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective Media Psychology Proposal Yi Li Hidden text: identical to name in UT transcript. Abbreviate previous degrees earned. YL6825 Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective Abstract Olympic Advertising has attracted abundant attentions from the public and has become the perfect sample on advertising research due to the great impact on the Olympic Games…
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