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A Comparative Study on the Narrative of Online Advertising - Focusing on sport brands -

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 72(), pp.79-90
  • DOI : 10.25111/jcd.2020.72.06
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 1, 2020
  • Accepted : July 27, 2020
  • Published : July 31, 2020

Choi, Jinho 1

1동덕여자대학교

Accredited

ABSTRACT

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.

Citation status

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