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Analysis of Newspaper Advertising Columns for the 2008 Beijing Olympic Games

By 程汶葦 and Chen Wen Wei

Abstract

[[abstract]]The Olympic Games is currently known as the biggest sport event in the world. With the widespread marketing and reports by the mass media the Olympic Games has received even more attention, and thus become the focus of many fans from around the world. This study was mainly to explore the Olympic special reports from the four major domestic newspapers. The items ranged from advertising quantity, types of products, contents of message, to its appeals. By using content analysis, as well as chi-square method, this paper was to examine the content difference between the four newspapers, and by using extensive interview, to understand the advertising strategy of the sponsors. The results were as follows: 1. The Apple Daily took the lead in advertising quantity. As for the wording, most advertisements showed up with the words “Olympic Games”, with the rates being as high as 65.95%. It clearly indicated, when the sponsors bought the advertisements, they preferred it this way. 2. After cross check by chi-square analysis, the analysis of content difference has shown. The advertising quantity reached clear difference (p < .05), with the Apple Daily having the greatest; the advertising types of products reached clear difference (p < .05), with the Apple Daily having the most types of sport equipment; the advertising appeals reach clear difference (p < .05), with the Apple Daily having the most sentimental appeals; and the wording did not reach clear difference (p > .05), which meant, all the four newspapers used the key words “Olympic Games” as the core, without any difference. 3. Concerning the advertising strategy, the sponsors used the words “Olympic Games” as the guideline, and accordingly budgeted their expense. The advertising appeals, advertising messages, and advertising performance all circled around the subject “Olympic Games in Beijing”. By combing the patriotism and enthusiasm, the advertisement could inspire peoples’ interest in the products advertised.

Topics: 北京奧運;廣告;廣告策略;報紙專刊, Beijing Olympic Games;advertisement;advertising strategy;newspaper column, [[classification]]59
Year: 2011
OAI identifier: oai:ir.lib.ntnu.edu.tw:309250000Q/77572
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