2000年雪梨奧運電視廣告之內容分析

The Content Analysis of TV Commercials on 2000 Sydney Olympics Games

施致平(Chih-Pin Shih)

《體育學報》 31期 (2001/09) Pp. 293-304

https://doi.org/10.6222/pej.0031.200109.5627

摘要

The once-every-four-years Olympics Games’gala is not only the stage for athletes to get worldwide reputation but also the best moment for companies to promote their products either by direct sponsors or by TV commercials. TV commercials are indeed one of the most prevailing and effective advertising strategies. Therefore, the TV commercials of the 2000 Sydney Olympics Games televised by the three domestic wireless TV stations（TTV, CTV, CTS）were collected as the subjects for the study. The purpose aimed at understanding the background and characteristics of the TV commercials of the 2000 Sydney Olympics Games, including the categories and prices of the products in the commercials and the biggest advertiser. Then, potential advertisers were expected to be found for sports programming. The results indicated that the total time of TV commercials was 181,610 seconds, with 60,395 seconds in TTV, 62,095 seconds in CTV, and 59,120 seconds in CTS,respectively.In terms of the products’categories（X2=3468.09, p＜.01）,the beverage which took up 70,840 seconds, amounting to 39% of total commercial time,was the biggest one. It was then followed by medicine,cellular phones,foodstuffs,and motors.Among the top five commercial categories,（X2=93.30, p＜.01）,only the motors were high-priced products;the beverage, medicine, and foodstuffs belonged to low-priced products. With regard to the advertisers（X2=135.58,p＜.01）,the Kingcar Enterprise was the top one（29,010 seconds, 15.97%）.The others were U-Chu Medicine Company,Taiwan, Cellular Corporation,Vitalon Foods Company, President Enterprise, and Mitsubishi Motors. Based on the research results, the beverage companies was the biggest advertiser on the TV commercials being analyzed, especially the Kingcar Enterprise. Medicine, cellular phones, and foodstuffs were the next. Hence, they should be the target sponsors for TV sports programming. However, most of the products were at low prices. It needs further research to tell whether the advertisers thought the audiences watching the sports programming were of lower social and economic position. Moreover, the sports-related products did not show up on the TV commercials of the 2000 Sydney Olympics Games. It is worth further discussion.

關鍵字

奧運會 ； 電視廣告 ； 內容分析 ； 目標觀眾

並列摘要

The once-every-four-years Olympics Games’gala is not only the stage for athletes to get worldwide reputation but also the best moment for companies to promote their products either by direct sponsors or by TV commercials. TV commercials are indeed one of the most prevailing and effective advertising strategies. Therefore, the TV commercials of the 2000 Sydney Olympics Games televised by the three domestic wireless TV stations（TTV, CTV, CTS）were collected as the subjects for the study. The purpose aimed at understanding the background and characteristics of the TV commercials of the 2000 Sydney Olympics Games, including the categories and prices of the products in the commercials and the biggest advertiser. Then, potential advertisers were expected to be found for sports programming. The results indicated that the total time of TV commercials was 181,610 seconds, with 60,395 seconds in TTV, 62,095 seconds in CTV, and 59,120 seconds in CTS,respectively.In terms of the products’categories（X2=3468.09, p＜.01）,the beverage which took up 70,840 seconds, amounting to 39% of total commercial time,was the biggest one. It was then followed by medicine,cellular phones,foodstuffs,and motors.Among the top five commercial categories,（X2=93.30, p＜.01）,only the motors were high-priced products;the beverage, medicine, and foodstuffs belonged to low-priced products. With regard to the advertisers（X2=135.58,p＜.01）,the Kingcar Enterprise was the top one（29,010 seconds, 15.97%）.The others were U-Chu Medicine Company,Taiwan, Cellular Corporation,Vitalon Foods Company, President Enterprise, and Mitsubishi Motors. Based on the research results, the beverage companies was the biggest advertiser on the TV commercials being analyzed, especially the Kingcar Enterprise. Medicine, cellular phones, and foodstuffs were the next. Hence, they should be the target sponsors for TV sports programming. However, most of the products were at low prices. It needs further research to tell whether the advertisers thought the audiences watching the sports programming were of lower social and economic position. Moreover, the sports-related products did not show up on the TV commercials of the 2000 Sydney Olympics Games. It is worth further discussion.

並列關鍵字

Olympics Games ； TV Commercials ； Content Analysis ； Target Audience

參考文獻

Shih, C. P.(1998).Doctoral Dissertation, unpublished, University of Northern.

Wells, W.,Burnett, J.,Moriarty, S.(1998).Advertising principles and practice.

Wenner, L. A.(1989).In L. A. Wenner (ed.) Media, sports, & society.

李孟麗、徐村和(1998)。廣告學﹕策略與管理。

李欣玫(1996)。國立台灣大學商學研究所碩士論文。