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

compend of Heroism of surpassing Athletes in Olympic Advertising from the Semiotic Perspective - Research Paper useIntroduction Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, allow and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the exult 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 festival that began in ancient Greece. Olympic Games, considering the fascination of viewers and spectators worldwide, are peculiar 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 garner for around two weeks for such a sporting event that can be spread via passel media including television, radio, print media, and t he 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. Particular interests see them as a media event, a tourism attraction, a marketing opportunity, a catalyst for urban development and renewal, a city image creator 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 role that Olympic Games number in shake the audience in damage of mass communication, particularly in Olympic advertising. geological dating back to ancient Greece, the term molar was defined as a superior man, configuration of composite idea (Fishwick, 1985). The gods imbued the hero with exceptional human characteristics such as strength, power, and courage (Fishwick, 1985). However, as a historically and culturally delineated construct, heroism has evolved across time and national boundaries. (Fishwick,1985). While the ancient hero was admired for his extraordinary physical 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 largely a warrior, the modern hero is often a sports figure. As Ryan notes Every culture has its gods, and ours hit baseballs, instal baskets, and score touchdowns (Ryan, 1995). The Olympic games have a rich, storied reputation based on athletic opposition 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 Every Olympics has had its heroes from whom umpteen fans and observers draw inspiration. Olympic heroes succeed in capturing peoples imagination through their athletic prowess, determination, and personality. They often represent both individual and collective