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An Analysis of the Design Elements of Online Advertising Video for Sports Brands

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 73(), pp.195-204
  • DOI : 10.25111/jcd.2020.73.14
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 17, 2020
  • Accepted : October 26, 2020
  • Published : October 31, 2020

Yoo， Sung-Ho 1,  Choi, Jinho 1

1동덕여자대학교

Accredited

ABSTRACT

The purpose of this study was to compare and evaluate the design elements of online advertising video of sports brands and to determine the degree of matching with brand business value. Five sports brands(Nike, Adidas, Puma, Under Armour, and Reebok) for Online advertising video were selected from the ‘2019 List The World's Most Valuable Sports Brands’ released by The Forbes in 2020. Based on the academic basis of antecedent studies, light, color, space, time and motion, and sound were selected as the design elements of online advertising video. Data were collected from a convenience sample of undergraduates majoring in design at four-year universities in Seoul and Gyeonggi-do and the working-level within five years of working experience. A total of 116(95.1%) response questionnaire was used for the final analysis. As a result, Nike's ad-video design elements were rated higher than other sports brands, and the average comparison of Adidas and Under Armour and Puma and Reebok did not differ statistically. In the Forbes's brand business value, Puma was higher than that of Under Armour, but Under Armour was more recognized in the design element evaluation. Brand business value and advertising video design element evaluation were found to be largely consistent.

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