Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Type and Characteristics of Korean Sport Star' TV Commercial by Period

시대별 한국 스포츠 스타 TV광고의 형태와 특성

  • Yi, Eun-Surk (Dept. of Exercise Rehabilitation Welfare, Gachon University)
  • 이은석 (가천대학교 운동재활복지학과)
  • Received : 2017.08.01
  • Accepted : 2017.09.20
  • Published : 2017.09.28
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Abstract

The purpose of this study is to investigate the change of the type and characteristics of Korean sports star TV commercials and to deeply investigate the relationship with social contexts and backgrounds. In order to solve the purpose of this study, This study collected data of 38,517 TV advertisements from 1970 to 2009, and analyzed data of 146 media contents. The results obtained are as follows. First, Korean sports star TV commercials showed a steady increase with the economic growth and media development of Korea, and the percentage of total TV advertisements was low. Second, sports star TV advertising plays a role of expanding the sports industry, but it shows that the efficiency of relationship persistence decreases without social situation and public recognition.

이 연구는 시대별 한국 스포츠 스타 TV광고의 형태와 특성을 분석하여 사회적 맥락과의 관계 및 등장 배경이 무엇인지를 심층적으로 규명하는데 목적을 두었다. 이러한 연구의 목적을 해결하기 위해 1970년부터 2009년까지의 전체 TV광고자료 38,517건을 수집하였으며, 추출된 146건의 자료를 미디어 내용분석(contents analysis)을 실시하였다. 이를 통해 얻은 결과는 다음과 같다. 첫째, 시대별 한국 스포츠 스타 TV광고는 한국의 경제성장 및 미디어 발달과 함께 지속적인 증가추이를 확인하였다. 그러나 전체 TV광고에서 차지하는 비중은 낮은 것으로 나타났다. 둘째, 시대별 한국 스포츠 스타 TV광고는 스포츠 산업 확장과 미디어 공급자 간 가교의 역할 및 일익을 담당하지만 사회적 상황 및 대중의 인정적 합의가 없이는 관계 형성의 지속성이 낮아 효율성 확보가 필요한 것으로 나타났다.

Keywords

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