Advertising to the Modern Female Athlete

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dc.contributor.advisorKaufhold, William
dc.contributor.authorTaylor, Brooke L.
dc.contributor.committeeMemberNolan, Dave
dc.contributor.committeeMemberCraig, Clay
dc.date.accessioned2018-01-10T21:41:37Z
dc.date.available2018-01-10T21:41:37Z
dc.date.issued2017-12
dc.description.abstractThis two-part study examined portrayals of women in social media posts (Instagram) from four top athletic apparel companies: Nike, Reebok, Lululemon and Jolyn. Interviews were conducted with gatekeepers – decision makers – who place the models who appear in these posts and ads to gauge the evolution of the portrayal of women in athletic clothing ads; and three diverse focus groups of female college athletes (synchronized swimming, basketball and golf) were conducted to measure their attitudes about how women were portrayed in the ads – specifically whether the portrayals objectified women. The gatekeepers both reported an evolution from the athletic wear ads featuring thin, traditional models in the 1990s to showcasing more athletic women, in more athletic poses, today. A structured sample of the seven most recent posts from each brand was collected and focus group participants were asked their opinions of the brands before and after exposure to the posts. Responses diverged between the various teams, with the golfers finding the posts the least objectifying and the basketball players reporting the most objectification. Discussion includes implications going forward for companies intending to advertise to the modern female athlete.
dc.description.departmentCommunication Studies
dc.formatText
dc.format.extent72 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationTaylor, B. L. (2017). <i>Advertising to the modern female athlete</i> (Unpublished thesis). Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/6937
dc.language.isoen
dc.subjectObjectification
dc.subjectContent marketing
dc.subjectSexualization
dc.subjectBody image
dc.subjectGender roles
dc.subjectFemale athletes
dc.subjectMedia
dc.subject.lcshAdvertising--Social aspectsen_US
dc.subject.lcshSports--Marketingen_US
dc.subject.lcshSports for women--Social aspectsen_US
dc.subject.lcshHuman body--Social aspectsen_US
dc.titleAdvertising to the Modern Female Athleteen_US
dc.typeThesis
thesis.degree.departmentCommunication Studies
thesis.degree.disciplineMass Communicationen_US
thesis.degree.grantorTexas State Universityen_US
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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