The depiction of female models in sport television commercials in the United States by degree of slenderness: An appraisal

Robin T. Peterson, Bing Xu, Yam Limbu

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

This manuscript narrates the results of an examination of the portrayal of the degree of slenderness of female models in sport marketing television commercials in the United States. A visual content analysis was employed to gather and to interpret the data. In turn, the analysis revealed that the commercials utilized substantial numbers of models who were inordinately slender, depicted these models more favorably than they did heavier models, and presented them in a fashion that pointed to superior social status and hierarchy positions.

Original languageEnglish
Pages (from-to)184-203
Number of pages20
JournalJournal of Promotion Management
Volume15
Issue number1-2
DOIs
StatePublished - 4 Dec 2009

Keywords

  • Advertising
  • Models
  • Slenderness
  • Sports
  • Television

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