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Present sports stars endorsement television advertisement problems and countermeasures

Wei Ye, Qing-Jun Wang

Chinese sports starts endorsement advertising started in the end of seventies, 20th century, having gone through more than 30years development, and now it has already become a unique economic, cultural phenomenon: it not only reflects as the highlight of television advertisement text, but also becomes the hottest options of numerous merchantsÂ’ endorsement advertising. However, the development of anything is a double-edged sword, accompanying by sports stars television advertisement development, its own numerous problems have become more and more outstanding. By reading up literatures, logical analysis, deductive method and else, the article combs sports stars endorsement television advertisement development status and values, and sports television advertisement markets development features and deficiency, and puts forward present development strategies.