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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제18권 제1호
발행연도
2002.11
수록면
421 - 430 (10page)
DOI
10.51979/KSSLS.2002.11.18.421

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초록· 키워드

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This study selects the adults who are residing in the big cities as of April of 2002 and collects 900 samples in the five big cities including Seoul in order to analyze the relationship between advertisement image of sport players, their professional in ads.(advertisements) and the effects of advertisement employing sport players on companies. As a result of analyzing 867 of the total 900 subjects excluding the questionnaires with omitted content or unfaithful responses with SPSS 9.0, Canonical correlation analysis and covariant analysis, the following conclusions are obtained. First, according to the comparison with general characteristics of research subjects, the variables which showed a significant difference in ads. image of sport players were education and monthly income and when the subjects with the educational career of graduate school and with monthly income of 1,000,000 to 1,500,000 won had the most affirmative opinion of ads. image employing sport players. Second, as a result of canonical correlation analysis between ads. image of sport players and their professional in ads, ads. image and ads. effects on company and ads. professional and effects, ads. image and professional showed the highest canonical correlation and it means that as the ads. professional of sport players is higher, their opinion of ads. image is more affirmative. Third, it is found that according to the relations between ads. image of sport players and their effects on company, their professional in ads. and the ads. effects on company, as the ads. image is higher rather than their professional in ads, the effects of ads. using sport players on companies are stronger. In conclusion, as a result of analyzing the ads. employing sport players on companies, it is analyzed that there was more affirmative opinion according to the ads. image of sport players rather than the effects of their professional in ads. on corporate ads. and for enhancing the effects and availability of corporate ads. using sport Wavers, the security of talent sport players will be the most urgent task.

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