@article{ART002611740},
author={Choi, Jinho},
title={A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -},
journal={Journal of Communication Design},
issn={1976-1562},
year={2020},
volume={72},
pages={79-90},
doi={10.25111/jcd.2020.72.06}
TY - JOUR
AU - Choi, Jinho
TI - A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -
JO - Journal of Communication Design
PY - 2020
VL - 72
IS - null
PB - CDAK Society of Communication Design
SP - 79
EP - 90
SN - 1976-1562
AB - As the trend of advertising industry and sports industry, the study focused on qualitatively comparing and evaluating how competitive global sport brands companies have recently organized their products and brand images through online advertising and video narratives, and interpreting how much the assessment matches the business value of each brand. Five global sport brands were selected to analyze the narrative of online advertising: Nike, Adidas, Puma, Under Armour, and Reebok. A written interview was conducted with three experts in the field of media and visual and interior design to get an in-depth understanding of global sport brands online advertising narrative. In an academic context, it was conceptualized through an etic coding process that encodes data with focus on research issues. After evaluating the overall narrative and empathy factors, the result indicated that the sport brands with higher business value were conceptualized with positive contents.
KW - Online Advertising;Sport Brands;Narrative;Business Value
DO - 10.25111/jcd.2020.72.06
ER -
Choi, Jinho. (2020). A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -. Journal of Communication Design, 72, 79-90.
Choi, Jinho. 2020, "A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -", Journal of Communication Design, vol.72, pp.79-90. Available from: doi:10.25111/jcd.2020.72.06
Choi, Jinho "A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -" Journal of Communication Design 72 pp.79-90 (2020) : 79.
Choi, Jinho. A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -. 2020; 72 79-90. Available from: doi:10.25111/jcd.2020.72.06
Choi, Jinho. "A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -" Journal of Communication Design 72(2020) : 79-90.doi: 10.25111/jcd.2020.72.06
Choi, Jinho. A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -. Journal of Communication Design, 72, 79-90. doi: 10.25111/jcd.2020.72.06
Choi, Jinho. A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -. Journal of Communication Design. 2020; 72 79-90. doi: 10.25111/jcd.2020.72.06
Choi, Jinho. A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -. 2020; 72 79-90. Available from: doi:10.25111/jcd.2020.72.06
Choi, Jinho. "A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -" Journal of Communication Design 72(2020) : 79-90.doi: 10.25111/jcd.2020.72.06
