Analysis of Heroism of Olympic Athletes in Olympic Advertising from Research Paper

Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective - Research Paper ExampleIntroduction Olympism is a ism 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 base on the joy of effort, the educational value of good example and respect for universal ethical principle. ---The Olympic Charter (IOC,20049) The Olympic Games are an international sports feast that began in superannuated Greece. Olympic Games, considering the fascination of viewers and beautys 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 ready gathered for around two weeks for such a sporting event that can be spread via mass media including television, radio, print media, and the Inter net 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. extra interests see them as a media event, a tourism attraction, a marketing opportunity, a catalyst for urban development and renewal, a city image master 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 map that Olympic Games play in inspiring the audience in destinations 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 bravery (Fishwick, 1985). However, as a historically and culturally delineated construct, heroism has evolved across time and national bou ndaries. (Fishwick,1985). While the ancient hero was admired for his extraordinary strong-arm 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 kick in 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 E very Olympics has had its heroes from whom many fans and observers draw inspiration. Olympic heroes succeed in capturing peoples imagination by dint of their athletic prowess, determination, and personality. They often represent both individual and collective