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A Study on the Type of Recipient Preference for Professional Sports Mastcot Characters -Focus on baseball, soccer, basketball, and three major sports teams in Korea-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 72(), pp.211-224
  • DOI : 10.25111/jcd.2020.72.15
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2020
  • Accepted : July 27, 2020
  • Published : July 31, 2020

Park, Jae-mo 1 LEE JONGYOON 2 Jangsun Hong 3

1상명대학교 사진영상미디어학과 박사과정
2상명대학교
3고려대학교

Accredited

ABSTRACT

Professional sports clubs want to develop mascot characters to quickly and clearly communicate the team's identity to people. This is because it will increase the team's favorability and generate new revenue. The character industry also has effective visual communication capabilities that go beyond cultural differences. And it plays an important role in marketing and in future content industry. Yet the domestic character industry is mainly focused on cartoon, animation and commodity characters. Except for some kidult characters, the development of adult characters that can be consumed is insufficient. In this current character situation, the meaning and role of professional sports mascot characters are very big. Therefore, the study looked at the symbolic elements represented by 32 mascot characters representing soccer, baseball and basketball professional sports teams. The research design was a Q-methodological Approch and analyzed using a QUANL PC program. Through this process, three distinct factors(types) were finally discovered. Type 1 is the sports symbolism emphasis type, Type 2 is cute and stylish likable type, Type 3 is professional design reality type. The inmates of the character mascots could see that their own subjective tendencies were causing differences. This is a study that identifies the subjective choice that inmates prefer characters. It will serve as a standard for sports clubs to develop more active characters and rational and high-quality characters in the future. It is also hoped to contribute to meaningful research academically and industrially as objective and empirical research on sports mascot characters.

Citation status

* References for papers published after 2022 are currently being built.