Create a 14 pages page paper that discusses the heroism of olympic athletes in olympic advertising.

Create a 14 pages page paper that discusses the heroism of olympic athletes in olympic advertising.

Olympism is a philosophy of life, exalting and combining a balanced whole the qualities of body, will, and mind. Blending sport with culture and education, Olympism seeks to create a life-based way on the joy of effort, the educational value of good example, ad respect for universal ethical principles.

—The Olympic Charter (IOC,2004:9)

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The Olympic Games are an international sports festival that began in ancient Greece. Olympic Games, considering the fascination of viewers and spectators 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 &nbsp.hundreds of thousands of spectator have gathered for around two weeks for such a sporting event that can be spread via mass media including television, radio, print media, and the Internet by billions of people around the world.

With the Olympic Games’ modernization, 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 impanation for youth and a, force for peace and international understanding. The report will focus on the role that Olympic Games play in inspiring the audience in task communication, particularly in Olympic advertising.

Dating back to ancient Greece, the term “hero” was defined as “a superior man”, the embodiment of the other 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).







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