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Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective
Journalism & Communication
Pages 8 (2008 words)
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.
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. ...
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