Document Type : Research Paper
Authors
1 MA graduated Ferdowsi university
2 sport management assistant professor, Ferdowisi University
3 ssri
4 Assistant professor, faculty of sport sciences, Ferdowsi University of Mashhad
Abstract
The purpose of this research is determining the effective factors in designing the mascot of Iranian student sport. In this research, the statistical population includes professors of sports marketing management, psychology, and sociology, as well as experts in the fields of art, culture, games, and children's sports, and experts in the executive field in the Ministry of Education. Sampling method was done purposefully and data was collected through interviews. Then, in order to obtain the answers to the research questions with the qualitative content analysis method, 3 stages of coding were done. In the first stage, 620 signs were identified, which were classified into 3 categories according to the repetition of signs and thematic affinity. 3 categories include appearance, personality and demographic characteristics of the symbol
Results: Appearance features in mascot design with 7 components are color, presence, cover and clothes, design and symbol, tools, physical features and sports features. Personality characteristics were extracted with 3 components of moral, behavioral and psychological characteristics and demographic characteristics with 4 components of age, sex, family and social class. Also, the design of this mascot should be based on cultural, social, historical, and national characteristics and according to the Ministry of Education's transformation document and based on the needs, characteristics, and interests of the audience. In addition, the design of mascot should be very creative and innovative and accompanied by exaggeration. and humor to appeal to the audience.
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