Sports Advertisements Research Articles

A Study on Sports Advertisement Translation from the Perspective of Skopos Theory

With the study of Skopos theory, the paper searches for the translation strategies of sports advertisements. Based on the study of language characteristics of sports advertisements, the paper compares the linguistic differences between Chinese and English sports advertisements. This paper briefly discusses some problems of sports advertisement translation. By analyzing the translation strategies adopted by different translators, the paper attempts to find appropriate solutions to problems of translating. These solutions touch on four aspects, including adherence to Skopos theory, respecting foreign cultures, mastering the linguistic features of sports advertisements in English and Chinese, and achieving the function of communication. The paper draws the following conclusions: there are differences and similarities between Chinese and English sports advertisements. Translators can choose different methods to overcome cultural and linguistic barriers with the guidance of Skopos theory. Moreover, the Skopos theory is the best way to assess the quality of translation.

Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.

스포츠광고 자막유무에 따른 광고태도 및 브랜드태도에 대한 연구 : 장애인국가대표선수를 대상으로

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.

Student Athletes’ Perception of Female Models in Sports Advertisements

Women in advertisements are no longer portrayed as having traditional roles. Instead, they are portrayed as dominant and powerful. This new marketing strategy is hoped to be more persuasive in reaching the target audience, especially the female buyers, thus increasing the sales in the market. This qualitative research aims to explore student-athletes’ views on the portrayal of female models in sports advertisements. A focus group interview involving three female student-athletes was conducted. A total of 20 advertisements, which portray female models, from five leading sports brands were used as stimuli for the focus group. The findings reveal that the participants have different perceptions towards the body image and athletic values of the advertisements, despite having the same background as a student athlete. Sexual appeal, the portrayal of healthy and positive body image, and strong athletic ability are among the functions of the female models in the advertisements, as perceived by the participants.

The Effects of Sport Event-Corporate Congruence Type and Advertisement Exposure Frequencies on Advertisement Attitudes and Advertisement Effectiveness

The Effects of Sport Event-Corporate Congruence Type and Advertisement Exposure Frequencies on Advertisement Attitudes and Advertisement Effectiveness

Motivational effects and age differences of gamification in product advertising

Purpose– The purpose of this paper is to study motivational effects and age differences of gamification in product advertising. Game-elements can easily be embedded within product advertisements, but little is known about the success factors of this technology. We investigated which motivational incentives of game designs influence the purchase intentions of consumers. The theory of planned behavior (Ajzen, 1991) was expected to explain purchase intentions for non-gamified sports products, whereas the modified technology acceptance model (Herziget al., 2012) was expected to predict purchase intentions of gamified sports products.Design/methodology/approach– Participants were 101 consumers who performed sports on a regular basis. Age and prior experience with digital games were assumed to influence the effectiveness of gamification.Findings– Purchase intentions of conventional products were predicted by attitudes, subjective norm and perceived control, whereas purchase intentions of gamified products were predicted by attitudes and the perceived usefulness. Enjoyment and flow were significant mediators between motivational incentives and purchase intentions. Consumers with prior gaming experience had higher purchase intentions for gamified products.Practical implications– Gamify products for younger target groups with gaming experience; use intrinsic and extrinsic motivational incentives; focus on enjoyment, flow and the perceived usefulness.Social implications– Game-elements in sports advertisements might also be suitable for public health campaigns. They may motivate people be more physically active and lead a healthier lifestyle.Originality/value– This study specifies predictors for purchase intentions of gamified products and emphasizes the importance of flow and enjoyment as mediators. Age differences indicate that young consumers had higher intentions to purchase the gamified product, judged it as more useful and perceived more flow and enjoyment than the older age group.

Sporting Nature(s): Wildness, the Primitive, and Naturalizing Imagery in MMA and Sports Advertisements

This essay examines two Nike commercials, a TapOut commercial, and the proliferation of mixed martial arts (MMA) t-shirt visual culture, all of which symbolically link wildness and “nature” as primitivity to their particular sport contexts. MMA in particular, it is argued, is more symbolically available to symbolic discourses of the “natural” and the “primitive” because of the sport's technological minimalism. The MMA t-shirt is posited as a safe, masculine primitive performance, functioning as an expressive personal substitute (or supplement) to the analogous tattoos “worn” by many fighters and fans. Additionally, this paper reviews and connects several disparate bodies of literature, moving from a discussion of eco-critical principles for critiquing the cultural production of nature / the natural, to an assessment of “nature” as primitivity, and finally to highlight how critical analyses of sport and MMA implicate related categories. While environmental communication has addressed the place of “nature” in advertising, little has been written about how discourses of nature, gender, and the environment intersect with the highly mediatized culture of sports. This article adds to the subfield by initiating just such a critical discussion. Finally, I contend that one of the main ideological functions of the employment of nature imagery here is to implicitly authorize notions of wildness or the “primitive” in close association with a male animal ideology, and also to symbolically reinforce existing narratives which naturalize aggression. These advertisements posit, I argue, a metaphysical rather than realist ecological discourse, enabling an unsustainable narrative of the naturalness of human-on-human violence and aggression.

Determinants of successful sports advertisements: The effects of advertisement type, product type and sports model

The first objective of this study is to investigate whether consumers' advertisement preference is influenced by their degree of participation in, as well as their attitudes towards, sport. The relationships among preferences for advertisements and products and consumers' desire to purchase are also explored. Secondly, the study seeks to determine the role of product involvement in favouring particular advertisement types and increasing purchase intention. Thirdly, the practical implications for the use of athletes as models in advertisements in order to increase the effectiveness of sports advertisements are addressed. A survey was conducted of 200 college students from three universities in Seoul and Kyonggi-do. Pre-testing was used to validate the survey instrument and then experimental stimuli were prepared and tested against subjects. Sports participation, sports preference and lifestyle were found to affect advertisement preference. People with active lifestyles were more interested in sports advertisements than people with non-active lifestyles. Secondly, advertisement preference was found to influence product preference. Advertisements featuring products and athletes were found to be preferred to advertisements featuring products only. Thirdly, the product purchase intention was found to be influenced more when the advertisement featured both the product and an athlete, compared to when it featured the product only.

Sports advertising in print media: the case of 2000 Olympic Games

This research attempted to investigate why sport themes are used in advertisements, and the motives that lead companies and advertisers to use sport celebrities and sport concepts in advertisements. The detailed examination of the fieldwork took place in Sydney, prior to and during the 2000 Olympic Games. Printed media were observed for a period of five to six months. Many parameters were taken into consideration comparing three monthly magazines and two daily newspapers in order to gain knowledge and provide answers to the fundamental questions. In addition, two famous athletes, a sport manager and an advertising executive were interviewed. Furthermore the outcome of the research showed that Olympic Games did not play a catalyst role in sport advertisement issues in the particular print media. It also concluded that the selection procedures that advertising companies followed, in order to select athletes, were not based only on their achievements but mostly were related to their personalities.