Abstract
The purpose of this study was to examine appeals and expression of advertisement according to the stages from 1970 to 2010. This study attempted to analyze golf magazines published for 40 years, and classified the contents based on type, size, headline, layout, model gender, model race, color, and expression of advertisement. Findings indicated that the advertisement of international golf magazines in Korea has been changed consistently. The expression in advertisement was found to be dominated by from males and yellow race to female and white counterparts. Findings showed that color advertisement was further utilized than black and white advertisement as times passed. It was also found that the Korean advertisement revealed both world and national wide economic situation and trends. In addition, it has been culturally amalgamated. This study may provide direction for advertisement in golf as well as sport magazines in general in the future studies.
| Translated title of the contribution | The Content Analysis of Golf Magazine Advertisements : Focused on Monthly International Golf Magazines from 1970 to 2010 Years |
|---|---|
| Original language | Korean |
| Pages (from-to) | 207-226 |
| Number of pages | 20 |
| Journal | 상업교육연구 |
| Volume | 32 |
| Issue number | 6 |
| DOIs | |
| State | Published - Dec 2018 |