Advertisement is planned to express unvisualized concepts of products or services in visualized stimuli through a variety of media.

For this reason, the most important point in expression plans of advertisements does not exist in visualization with extra-ordinary ideas and conceptions but does in how to vividly appeal to consumers for concepts and characteristics of, products or services depending on marketing or advertisement strategies behind the visualized expressions.

In this context, it can be said that sports beverages are characteristic of 'balance of health through immediate absorption of ion water into the body', not of 'taste' or 'nutrition' and are new convenience products positioning in the introduction or growth period in terms of adopter categories. In this regard, as their characteristics are peculiar in comparison with other existing beverages, they have a great possibility of taking a new market.

This study has intended to illustrate how much 4 kinds of sports beverages have been advertised on the basis of its marketing and advertisement strategies by reviewing expressional status of advertisements of sports beverages in contrast with those of other existing beverages and understanding its particulars and surroundings as well.

For these purposes, this study has tried followings; firstly, a comprehensive theoretical review of expression plans has been made for a help for understanding of this study, secondly, the present status of sports beverages has been investigated for easy analysis of expression plans and thirdly, visualized analysis of advertiesement of sports beverages have been made by characteristics through their present expression.

As results, it has been found that, as sports beverages are low in consumer's awareness, their advertisement strategies and expressions should be in accordance with strategies of the introduction or growth period so that consumers may remember brands and characteristics, and as they are products of peculiar characteristics, their advertisement targets are earlier adoptors and their strategies much tend to be directed to the positioning strategies.

In expression of each advertisement, however, it has not been easy to find an expression of especially peculiar feeling as most advertisements have had long terms of campaign period. In future, 'however, various kinds of peculiar strategies and expressions are expected.