運動廣告的價值呈現：以籃球雜誌廣告為例

The Sport Advertisement's Presentation of Value-Such as Basketball Magazine's Advertisement

董倩文(Chian-Wun Dong) ； 余美蓉(Mei-Jung Yu)

《大專體育學術專刊》 95年度 (2006/04) Pp. 306-311

https://doi.org/10.6695/AUES.200604_95.0054

摘要

運動的文化與價值是由人們對體育功能的認識與需要所發展，在特定時空環境下，運動文化的某些功能會轉化為價值，而其他的功能則可能被忽略。身體的運動功能雖是本身固有，但其中被重視的價值則是藉由人類需求和主觀評判而產生；不是運動能帶來的所有功能，都會轉化為引領行動的價值觀，因此，現今所重視和強調的運動價值是值得被深思的，將能夠說明運動盛行的風潮中，人們所遵循的是哪些價值，而哪些運動的價值是被大眾忽略。本研究以籃球雜誌廣告為例，採用內容分析法初探現今運動廣告中所強調的價值觀為何。以廣告中品牌刊播量而論，Adidas（23.0%）、Nike（16.5%）、AND1（14.4%）、Reebok（13.7%）與Pro Flier（10.1%）是最多廣告刊播量的品牌。研究結果顯示，運動廣告中最常呈現的價值為運動名人的成就和自我實現（64%），以及對運動名人技能的崇拜（64%），顯示出此類運動廣告強調一種個人英雄主義，提供消費者補償性角色的功能。而在廣告中描繪產品價值的部分，以美感為主要訴求，佔87.69%，其他像是科技、安全與舒適的價值類型，則各約佔20－30%；顯示廣告中對運動產品的敘述大多以美感為主，重視運動商品的裝飾性。

關鍵字

運動廣告 ； 價值呈現 ； 籃球雜誌 ； 雜誌廣告 ； 運動

並列摘要

Sport culture and value develops from people's athletics function's cognition and need. At special spatiotemporal some of sport culture's function will transform into value, but others functions will be ignored perhaps. Our body has the function to do exercise, but the most important value of this function is produced by human's requirements and subjective judgment; all of sport functions will not transform all into the value of action. Therefore, today we respect and emphasize that sport value claims us to be in deep thought, it will explain to people follow somewhat and ignore whichever values of sport in the prevalent sport trend. In this research take basketball magazine's advertisements for example that use content analysis to preliminary study in today advertisements that emphasize the values for what reason. Considering the broadcast rate of make advertisement, Adidas (23.0%), Nike (16.5%), AND1 (14.4%), Reebok (13.7%) and Pro Flier (10.1%), these make advertisements have the most rate of broadcast. At this research result shows these sport advertisements assume the value of famous sportsman's achievement and self-realization most often (64%) as well as admire sportsman's skills (64%). That shows this kind of sport advertisements emphasize one kind of person heroism provides compensable role function to consumers. And the part of the products' values description in advertisements direst to sport products that assume value that main to tell at a sense of beauty of the rate is 87.69%. Others like science and technology and safety and comfortable of value kinds of each rate is 20-30%. It shows the depiction of sport products in the advertisement are at a sense of beauty mainly, a part of advertisements will mention science and technology and safety and comfortable and other sides.

並列關鍵字

sport advertisement ； the presentation of value ； basketball magazine ； magazine advertisement ； sport