| 김연아의 선수 이미지와 광고모델 이미지 지각차이 비교 및 광고효과에 미치는 영향 |
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오수나, 오인영 |
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| Research Paper : Kim Yuna of the Athletes Image and the Advertising Model Image Comparison of Differences in the Perceptions and Impact on Advertising Effects |
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Su Na O, In Young O |
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| Abstract |
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In this research, we surveyed 20s 4-year university students to compare between sports star`s athletes image and advertisement model image. We compared Kim Yuna`s athletes and advertisement model image and their effect for consumers` advertising attitude, product attitude, and perception attitude. Based upon the results of the study, the following conclusions appeared; As a athletes image of Kim Yuna, people thought about ``attractiveness``, ``expertness``, ``dynamics``, ``imperturbable``, and ``sensibility``. On the other hand, as an advertisement model, Kim Yuna`s images were ``competence``, ``warm-attractiveness``, and ``cool-attractiveness``. Kim Yuna`s images of ``competence``, ``warm-attractiveness``, ``cool-attractiveness`` in advertisements have meaningful differences. Attractiveness in Kim Yuna`s athletes images had the strongest influence to advertising attitude, product attitude, and perception attitude. And ``sensibility`` was secondstrongest influential, and ``imperturbable`` was the third. As an advertisement image, ``competence`` had the strongest influence in advertising attitude and product attitude, and ``warm-attractiveness`` was the strongest image in perception attitude. This is the difference between athletes images and advertisement image because the ``attractiveness`` was the strongest image in the athletes image. For conclusion, Kim Yuna`s attractiveness image of athletes image has the strongest influence to advertising attitude, product attitude, and perception attitude. And Kim Yuna`s competence image of advertisement image was the strongest image. Because the warmattractiveness had strong influence to advertisements, the attractiveness image would have the strongest influence to perception attitude. |
| Key Words:
Sports star, Image perception, Advertising effects, Kim Yuna |
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