스포츠광고 자막유무에 따른 광고태도 및 브랜드태도에 대한 연구 : 장애인국가대표선수를 대상으로

Abstract

The purpose of this research is to empirically examine the differences in advertisement attitude and brand attitude depending on the existence of subtitles in sports advertisements by focusing on the national athletes with disabilities. The population was separated into athletes with hearing impairments and physical disabilities. Total of 96 pre·post surveys were distributed and the final sample included 94 responses after excluding incomplete responses. The data analysis was conducted using SPSS 22.0 based on frequency analysis, exploratory factor analysis, reliability analysis, independent t-test, and paired-sample t-test. The results are as follows. First, there were significant differences for athletes with hearing impairments in the advertisement attitude depending on the existence of subtitles in sports advertisements. Second, there were significant differences for athletes with hearing impairments in the brand attitude depending on the existence of subtitles in sports advertisements. Third, there were significant differences for athletes with physical disabilities in the advertisement attitude depending on the existence of subtitles in sports advertisements. Fourth, there were significant differences for athletes with physical disabilities in the brand attitude depending on the existence of subtitles in sports advertisements. Fifth, there were significant differences between advertisement attitude and brand attitude.