• Title, Summary, Keyword: Sports Star

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A Study on Contemporary Sports Star Fashion - Focusing on David Beckham and Tiger Woods - (현대 스포츠 스타 패션 연구 - 데이비드 베컴과 타이거 우즈를 중심으로 -)

  • Hahn, Soo-Yeon;Yang, Sook-Hi
    • The Research Journal of the Costume Culture
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    • v.17 no.2
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    • pp.296-308
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    • 2009
  • The purpose of this study is to comprehend the contemporary sports star fashion and to contemplate aesthetic characteristics of sports star fashion, thereby to establish the styles of sports star fashion. For such purposes, this study first examines aesthetic characteristics of sports fashion and star fashion based on previous studies, in order to analyze aesthetic characteristics of sports star fashion, and conducts a case study by analyzing photographic materials of fashion styles of well-known male sports stars such as the English soccer player David Beckham and American golf player Tiger Woods. The result of this study is as follows: the aesthetic characteristics of the contemporary sports star fashion are virility, functionality, sensuality and deconstruction. (1) Virility emphasizes manly features by displaying trained and disciplined body. (2) Functionality is expressed through structural simplicity and temperance of decoration. High-tech textiles and fibers are favored in order to fit in comfortable bodily movement for the heavy exercises. (3) Sensuality, as an expression of indulgence of sexual pleasure, is expressed through bodily exposure. Lastly, (4) deconstruction, which means destroying existed boundaries of cultural categories, is shown as co-existence of design elements from different times and places, stereotypes and sensibilities. Virility and functionality are prominent characteristics expressed in sports uniforms and training costumes. Sensuality and deconstruction are shown in daily fashion and formal dress outside the sports field.

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The Consumer Attitude on Sports Star Model Advertisement according to Sports Involvement (스포츠 관여도에 따른 스포츠스타 모델광고에 대한 태도)

  • Ju, Eun-Seok;Choe, Seung-Ho;Park, Hye-Seon
    • The Journal of Natural Sciences
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    • v.14 no.2
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    • pp.115-131
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    • 2004
  • The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression, $Cronbach'\alpha$, and frequency. The results were as follow: 1. Sports Involvement was divided Cognitive Sports Involvement(CSI) and Emotional Sports Involvement(ESI). The CSI and ESI were different according to sex. And CSI was different according to age, education level and marriage status. 2. CATTM was divided into three factors: Emotional Attitude(EA), Cogitive Attitude(CA), and Ethical Attitude(ETA). CA was different according to sex, age, income, and marriage status. 3. The sports involvement affected CAATTM. People who were high in CSI and ESI showed high attitude in EA and CA.

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The Effect of Brand Personality and Sports Star Personality on Brand Attachment and Brand Loyalty (스포츠브랜드 기업의 브랜드 개성과 스포츠 스타 개성이 브랜드 애착 및 브랜드 충성도에 미치는 영향)

  • Kim, Jae-Hwan
    • The Journal of the Korea Contents Association
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    • v.17 no.12
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    • pp.92-103
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    • 2017
  • This study compared and analyzed the effects and differences of sports brand and sport star's personality on brand attachment and brand loyalty. For this purpose, we conducted a questionnaire survey of university students in Busan and Gyeongsang provinces. A total of 316 copies were selected as valid samples for this study. For the data analysis method, using SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, corresponding sample t-test and multiple regression analysis were carried out. The results of this study are as follows: First, sports brand personality had a significant effect on brand attachment in order of interest, sophistication, and robustness. Second, the sport brand personality had a significant effect on behavioral loyalty in order of interest, sophistication, and robustness, and effect on attitudinal loyalty in order of robustness, interest, ability. Third, sports star personality had a significant effect on brand attachment in order of interest, trust, and sophistication. Fourth, sports star personality had a significant effect on behavioral and attitudinal loyalty in order of interest, trust and ability. Fifth, the analysis of the difference between sports brand personality and sports star personality showed that the difference between the mean values of all factors was statistically significant.

The Type and Characteristics of Korean Sport Star' TV Commercial by Period (시대별 한국 스포츠 스타 TV광고의 형태와 특성)

  • Yi, Eun-Surk
    • Journal of Digital Convergence
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    • v.15 no.9
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    • pp.543-550
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    • 2017
  • 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.

A Study of Service Quality and Identity on Professional Sports for Promoting Licensing Product Intentions (라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구)

  • Park, Bae Jin;Park, Sun Young
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.11 no.3
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    • pp.189-197
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    • 2016
  • This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

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A Study on the Cause and Characters of Hiphop Fashion (힙합패션의 유행요인과 특성에 관한 연구)

  • 이지현;정은숙
    • Journal of the Korean Society of Costume
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    • v.44
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    • pp.91-101
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    • 1999
  • The purpose of this study was to examine the hiphop fashion which has the leading power of 1990's korean fashion flow. Hiphop Fashion represents individuals' unique characters and their culture. Baggy jeans with extra large shirts, various accessories, and a unique coordination of these items that is all their own represents the style that is hiphop. There are three major reasons why hiphop fashion has become so popular in the 1990's. First, the popularity of hiphop music whose singers directly influence the public. Second, the popularity of sports and sporting heros. These athletes' sporty Hiphop looks has amply shown that are also leaders of the hiphop fashion. Third, mass media like TV and many publications, defivitely helped to quickly spread hiphop all over the world. Music only TV stations like MTV and StarTV are good examples. Fashion always tells us much - as every anthropologist knows - and a thoughtful analysis of hiphop will reveal many interesting, and perhaps even surprising things about the men and women who wear it.

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Effect of the Tourist Behavior on the Sports Spectating Factors and Team Association Components (스포츠 관람요인과 팀 연상이 관광행동에 미치는 영향)

  • Lim, Yeon-Woo;Chun, Joo-Hyung
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.18 no.2
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    • pp.456-464
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    • 2017
  • These days, the sports industry and related industries are growing very fast due to active sports participation. Recently, tourism products that integrate tourism with sport have already appeared. The products include tourism behavior, such as sports activities, sports spectating, and visiting sports memorial halls and museums, etc. This study examined the relationship among the tourist behavior, sports spectating factors, and team association components. Based on the theoretical study, a field survey was performed by questionnaires. The sports spectating factors and team association components have a slight influence on the tourist behavior after analysis using the SPSS program. The implications are as follows. First, sports teams should make efforts not only on the team's win at the sports game, but also to develop marketing strategies about the sports complex, and star players of their team. Second, sports teams have to develop tourist products that collaborate with the local tourism industry linked to tourist attractions, accommodations, souvenir shop, and entertainment facilities for sports spectators.

Sports Celebrities as a Determinant of Sport Media Distribution Contents: Focusing on Tacit Premise of Agenda Setting Theory (스포츠미디어의 유통 콘텐츠 결정요인으로서 스포츠 스타: 의제설정 이론의 암묵적 전제를 중심으로)

  • YOO, Sang-Keon;KIM, Yong-Eun;SEO, Won-Jae
    • The Journal of Distribution Science
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    • v.17 no.10
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    • pp.83-91
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    • 2019
  • Purpose - Media is a significant distributional channel in sport. In terms of determining the influencer in building sport media contents, recent sport media studies have employed agenda-setting theory, assuming media itself as the agenda provider. In a real-world situation, however, sports stars have been deemed key factor determining distribution contents in sport. The starting point of this study is the "tacit premise" of agenda-setting theory. Given the agenda-setting theory, the current study attempted to explore the function of sport stars as an agenda provider, which is a key determinant of sport distribution. Research design, data, and methodology - This study has reviewed articles of Yuna Kim, Sang-hwa Lee, and Hyun-jin Ryu from daily newspapers including as dong-a ilbo and joongang ilbo (2013 to 2017). The study collected data, portable document format (PDF), from the online archive of dong-a ilbo and joongang ilbo. We coded the length of the article, the frequency, the size of the picture, and the structural form of the article. Inter-coder reliability was compared with data previously investigated by the researcher. Inter-coder reliabilities for study 1 and 2 was .89 and .85. To examine hypotheses, descriptive analysis, correlations, and cross-tap analysis were performed. Results - The results partially supported the hypotheses proposing the significant role of sports stars as the agenda setters in distributing sport media contents. In specific, the study found that the number of articles about sports stars prevailed the number of articles about regular athletes. Besides, studies found that the use of photos was more frequent in articles of sports starts than that of regular athletes. In sports newspaper articles, featured story articles were used more than straight-articles for news relating to sports stars. Also, sports newspaper of sports stars contained more information associated within an event rather than outside of an event. Conclusions - In sports journalism, this study challenges the current theory that the media affects the composition and the content of sports coverages. As the principle of the agenda-setting of sports media, the influence of sports stars must be continuously studied along with a follow-up study.

A Study on the Decision and Selection of the Star Contents in the Convergence Era (융합시대의 스타콘텐츠 발굴 및 선정에 관한 연구)

  • Rim, Myung-Hwan;Park, Yong-Jae;Heo, Pil-Sun
    • Journal of Information Technology Applications and Management
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    • v.18 no.2
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    • pp.1-21
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    • 2011
  • In this era of convergence, which is characterized by the integration and combination of technology and industries, broadcasting and communications, offline and online, and devices and services, the content industry is also experiencing rapid changes including inter-genre exchange, the creation of new industries, and customized demand. Specifically, IT-based digital content industries such as the online game, e-book, mobile contents and web portal industries are no longer restricted to the boundaries of video, music and games but are being expanded into the realms of education, medicine, fashion and sports thanks to CT innovation of 3D, CG, AR/VR, VFX, etc. As such, various countries have come to recognize the convergent content industry as a new growth engine that will pick up where the IT industry left off, and are forming policies for its development accordingly. This research aims to optimize the system of content taxonomy which is currently genre-focused and unable to support technological development and convergence, and to discover and select star contents to be rigorously developed with governmental support. In this paper, 20 star contents in 8 areas were selected, and these are expected to create tremendous cultural and economic value through ongoing technological and industrial development.

Preliminary research on esports of Northeast Asia part 1: Downfall of affect, 10 years history of Korean e-sports (동북아시아 e스포츠 현황에 대한 기초연구 1: 정동(affect)의 실각, 한국 e스포츠 10년사)

  • Lee, Yongbeom
    • Journal of Korea Game Society
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    • v.20 no.2
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    • pp.61-74
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    • 2020
  • Northeast Asia accounts for half of the world game market, worth $ 152.1 billion, and has abundant growth potential. Early e-sports in Korea could be formed through the distribution of affects of active participation of gamers and fans. Since then, the establishment of a corporate team has continued, securing stability as an industry. However, mediation rights, intellectual property disputes, and game manipulations continue, leading to a massive escaped of early fandom and the collapse of StarCraft-based ecosystems.