Sports Management Commons^™

The Objectification Of Professional Female Athletes In Print Advertisements And The Consumers' Response, Angela L. Wallin

Sport Management Undergraduate

Abstract

As female athletes gain more recognition in the sports world, researchers continuously debate on whether the reason behind this is due to their athletic performance or their hyper sexualized appearance in media outlets such as print advertisements (Fink, Cunningham, & Kensicki, 2004). This raises the question on how consumers interpret advertisements that contain female athletes promoting both sport and non-sport products. Since this research is the first examine how consumers view and react to the use of professional female athletes in advertisements, this research further develops the literature of women’s role in both the advertising and sport world. Both …