Bradley J. Cardinal

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Won Jae Seo

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A key issue in international advertising is the extent to which an advertising campaign can be standardized across cultures. In spite of strategic advantages to standardized sport marketing campaigns, its effects are still being debated due to cultural influence. This study was conducted to examine how the effects of visual image vary as a function of culture in sport product advertising. Specifically, advertising and brand attitude were assessed across Korean and U.S college students. Results indicate that both for Koreans and Americans, the implicit visual sport advertising is more persuasive than the explicit visual sport advertising. With respect to visual preference, Koreans evaluated the implicit pictorial image, which relies on symbolic and metaphorical meaning, in a positive light. Similar responses were observed from Americans in the study. Implications for global sport brand communicators and future researchers are discussed.

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culture, visual image, sport advertising, advertising attitude, brand attitude

Mi Ra Lee

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There is a high incidence of overweight or obesity in middle-aged Korean women. In addition, the potential health benefits related to muscle strengthening physical activity (MSPA) in the management of overweight or obesity have been reported. As such, there has been a growing number of studies to investigate the effects of MSPA alone or MSPA combined with aerobic PA (APA) i.e. combined PA (CPA) in overweight or obese middle-aged Korean women. Information about the effectiveness of these types of PA and the amounts required to attain substantial target health benefits will be valuable as this information helps provide more effective and feasible PA recommendations by providing a better and/or alternative forms of PA with the minimum PA amount. As such, the author analyzed the results of MSPA and CPA training programs applied to overweight or obese middle-aged Korean women. Though the muscle mass increasing effect was supported only in a small number of studies, significant target health benefits including the effects related to obesity related indices, cardiorespiratory fitness, and some other cardiometabolic risk related parameters were supported in the majority of studies. Therefore, it is implied that not alone APA but also MSPA and CPA could be provided as effective forms of PA. However, with a limited number of studies, especially with little randomized controlled trials, further research is required to generalize the findings. In addition, further research with various amounts of PA is required to gain a greater understanding of the minimum MSPA & CPA amounts for target health benefits.

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Overweight, obesity, middle-aged women, physical activity recommendation

Yu Kyoum Kim , Michael E. Naylor

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In part as a response to sport trending toward physically inactive involvement, calls have come from prominent sport management scholars to rethink sport`s greater societal role (Chalip, 2006, Zeigler, 2007). Along with physical benefits, prevailing wisdom still holds that there are other individual and societal benefits associated with sport participation (Bloom, Grant & Watt, 2005; Howley, 2008). The research presented develops and validates a new instrumentmeasuring the importance that community members place on these various societal dimensions of sport participation. Demographically based differences are presented, and although limited evidence is foundthat relates the new construct to participation motivations and behavioral intentions, further work to develop a comprehensive model involving participant attitudes related to the societal dimension should be of interest to sport marketers.

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sport, societal dimension, participation

Sun A Chung

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This paper presents approaches to enhancing China`s national brandthrough Beijing Olympic Games. There are lots of functions such as social, political, economical, and cultural. This paper deals with China`s changing progress using media and national branding via survey`s outcomes. The result implications can be drawn about these findings at the theoretical and critical levels. Regarding the role of agenda-setting and framing, the outcome showed that media reports on China. It is absolutely conceivable that the spectacle itself has had some short-term positive effect that influenced as soon as new incidents and events came to occupy the respondents` attention all over the world. Centralized control of media representations is extremely useful to achieve. The Beijing Games were assigned that they may tried to change the national image or to make the national brand, they have certainly been successful in winning the media and popular belief over to the claim that hosting the Games will have a transforming impactclearly. That was the successful changing of national image.

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Nation Branding, China, Beijing Olympic Games, Media

Jae Bum Lee

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Traditional sports includes methods occurring spontaneously in Korea and health promotion means imported from other Asian countries including China. These training methods were newly interpreted by our ancestors and adapted for our ideas and habits, forming traditional sports handed down to the present. In the current situation of physical education, which has been commercialized into contests and games, physical education is even defined as an exercise situation making large muscular movements. With these trends, the methodologies of traditional sports have significant implications in that the concept of exercise may include exercise methods and effects based on mental functions and breath in addition to large muscular movements. Yukjagyeol, one of the health Qigong, which is a historical and traditional regimen that was introduced in Korea around 500 years ago by Toegye Lee Hwang and Heo Joon. A characteristic of training methods suggested in traditional sports is health promotion that regards mind and body as one and harmonizes between them. Such methods can be practiced through meditation without the restriction of time and space. Physical education does not exist as a separate area any longer, but is becoming a means and ground of self-realization in connection to health, medicine, culture and art. Exercise methodsin traditional sports should be developed into a new paradigm of health culture.

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Physical education, Traditional sports, Yukjagyeol, regimen, body and mind as one