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Analysis of Heroism of Olympic Athletes in Olympic Advertising from the Semiotic Perspective

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Dating back to ancient Greece, te term “hero” was defined as “a superior man”, ebodiment of composite idea” (Fishwick, 1985). Te gods imbued the hero with exceptional human characteristics such as strength, pwer, ad courage (Fishwick, 1985). Hwever, a a historically and culturally delineated construct, “eroism” has evolved across time and national boundaries. Wile the ancient hero was admired for his extraordinary physical strength and skills, te modern hero is also described in terms of social accomplishment: atractive, vctorious, carismatic, idividualistic, sillful, dwn-to-earth, arealistic role model, ad a risk Wereas the ancient hero was generally a warrior, te modern hero is often a sports figure.

A Ryan notes: “very culture has its gods, ad ours hit baseballs, mke baskets, ad score touchdowns” (Ryan, 1995). Te Olympic games have a rich, soried reputation based on athletic competition at its highest level, nt as a one-time event, bt literally for thousands of years. Oer the millennia, ahletes have become heroes and icons, ispiring generations of fans and future athletes to work hard in pursuit of their dreams. Te Olympic athletes carrying on a tradition that has deep meaning across cultures, ofering inspiration to millions of people around the worldEvery Olympics has had its heroes from whom many fans and observers draw inspiration.

Oympic heroes succeed in capturing people’s imagination through their athletic prowess, dtermination, ad personality. Tey often represent both individual and collective ideals, srving as heroes in sport and giving people a sense of what is possible. Avertisements, a a social and cultural phenomenon, ae a rich source of ideas. I is interesting to look into the Olympic to examine how it works to harmonize Olympic ideals with the commercial logics at the heart of globalization, fom which Olympism both philosophically departs and yet nonetheless depends upon.

Te function and force of advertising is crucial to understanding how the Olympics negotiates this tension, i that the language of Olympic advertising and its style of visual presentation makes it possible to guarantee that the consumer’s changing needs and perceptions be built into the textually (form and content) of brand names, lgos, pckage designs, as and commercials, wile to purify...

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