ABSTRACT

Basketball culture is the general term of knowledge, skills, customs and institutions of basketball. The essence of basketball culture is the embodiment of national culture and spirit, the outward manifestation of national temperament.

As the cradle of basketball, basketball level of the United States is always on the top of the world. Its basketball culture is embodied in not only the sport but many points beyond basketball such as humanistic spirit, social spirit etc., which are worth appreciating and learning.

This article, based on the promotion videos of latest five years, explores the content and charm of American basketball culture from spirit, social value and brand of American basketball culture so as to provide reference for the development of Chinese basketball. 

Key words: NBA Promotion videos  American Basketball  Spirit Culture  Social Value Culture  Brand Culture

TABLE OF CONTENTS

ACKNOWLEDGEMENT

ABSTRACT

中文摘要

CHPTER ONE INTRODUCTION-1

CHAPTER TWO LITERATURE REVIEW-2

2.1 THE DIFINITION OF BASKETBALL CULTURE-2

2.2 PREVIOUS STUDIES-3

2.2.1 Studies on American Basketball Culture-3

2.2.2 Studies on the NBA-3

2.2.3 Studies on Chinese Basketball Culture-5

2.3 SUMMARY OF PREVIOUS STUDIES-5

CHAPTER THREE AN ALYSIS OF AMERICAN BASKETBALL CULTURE FROM THE NBA PROMOTION VIDEOS IN RECENT 5 YEARS-6

3.1 SPIRIT CULTURE-7

3.1.1 Team-work Spirit-7

3.1.2 Fighting Spirit-8

3.2 SOCIAL VALUE CULTURE-9

3.2.1 Equality-9

3.2.2 Humanistic Care Spirit-10

3.3 BRAND CULTURE-11

3.3.1 Sponsors-11

3.3.2 Character Image Brand-13

CHAPTER FOUR CONCLUSIONS-15

BIBLIOGRAPHY-16