박지성의 광고모델 이미지 및 광고유형별 이미지 지각차이 비교

Park Ji Sung of the Advertising Model Image and Commercial Type's Image Comparison of Differences in the Perceptions

This study aims to supply necessary informations that can help for company to plansand directs the best external image of advertising model as product's type, consumer advertising and to establish the cause of advertising model influenced by commercial's type. For this, we intended for 276 undergraduates in Seoul, Gyenggi-do and the major result of study is as below. First, the image of Park Ji-Sung, Advertising model image is analyzed as Expertness, Dignity, Refinedness, Boldness and so on and the his soccer player images is analyzed as Dignity, Expertness, Boldness, Attractiveness, Dynamics, Passionlessness. Second, Males are aware of more Dignity and Boldness than Females. Third, Park Ji-Sung's advertising model image in rational advertising has significant difference to Dignity, Boldness and it in emotional advertising has significant difference to Expertness, Dignity, Refinedness, Boldness. The result of this, we have defined the difference between sports star's image as player and advertising model and draw a conclusion that the study about sports star's image is necessary. And we have established a fact that there is a difference among perception to sports star image based on percipient's gender and the advertising type.