奥林匹克是当今世界最引人注目的竞赛,其规模之大,对世界的感召力之强是任何国际活动都无法比拟的。媒体和商家的广泛参与使奥林匹克运动成为了金字招牌,尤其是大众媒介的广泛报道和全球的电视实况转播,使得奥运会拥有最大的信息覆盖面和最大的信息接受率。这一特点客观上使得奥运会成为最理想的商品广告载体,成为大公 The Olympic Games are the most compelling competition in the world today. Their large scale and strong appeal to the world are unmatched by any international event. The extensive participation of media and merchants has made the Olympic Movement a golden sign, especially the extensive coverage of the mass media and the live broadcast of the world’s television. This has enabled the Olympic Games to have the largest information coverage and the largest information acceptance rate. This feature objectively makes the Olympic Games become the most ideal carrier of goods advertising, become the Grand Duke