Structuralist Methodological Characteristics of Brand Identity Symbolization in Nike Advertising

• 영문명: Structuralist Methodological Characteristics of Brand Identity Symbolization in Nike Advertising
• 발행기관: 한국스포츠과학회
• 저자명: Ji-Young KWAK Wan-Young LEE Jun-Su KIM
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.7 No.1, 11~20쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: This study sought to examine the symbolization of brand identity in Nike golf advertisements and to provide implications for sporting goods ads. Research design, data, and methodology: The study employed Socher’s semiotic theory to analyze characteristics embedded in Nike video advertisements. In specific, the study selected ‘No cup is safe’ among Nike video ads and analyzed structures of ad message and presented metaphors of ad messages. Results: As a study on the semiotic analysis of communication by case, this study investigated how the brand identity pursued by Nike in the advertisement is symbolized by identifying the signifier and signified in the advertisement. As a result of the study, it was possible to segment and analyze a total of 8 advertisement scenes, from the most important tee shot in golf, setting the aiming, sending to the center of the fairway, and applying the general situation of ball in and hole out to the cases of Tiger Woods and McIlroy, thereby helping the general public. Conclusions: Summary of above results showed that it was also conveying the message of metaphor and metonymy that 'I can be like Tiger Woods and McIlroy' by using Nike golf products. Further implications were discussed.

목차

1. 서론

2. 연구방법

3. 연구결과

4. 논의 및 결론

References

키워드

Structuralist Methodological Brand,c Indentity Nike Advertisiong