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


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.


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