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 Citations (Scopus)

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

Fingerprint

Television commercials
Social status
Sport marketing
Content analysis

Keywords

  • Advertising
  • Models
  • Slenderness
  • Sports
  • Television

Cite this

@article{003a324f4bc34d4e9961670481317482,
title = "The depiction of female models in sport television commercials in the United States by degree of slenderness: An appraisal",
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.",
keywords = "Advertising, Models, Slenderness, Sports, Television",
author = "Peterson, {Robin T.} and Bing Xu and Yam Limbu",
year = "2009",
month = "12",
day = "4",
doi = "10.1080/10496490902881997",
language = "English",
volume = "15",
pages = "184--203",
journal = "Journal of Promotion Management",
issn = "1049-6491",
publisher = "Taylor and Francis Ltd.",
number = "1-2",

}

The depiction of female models in sport television commercials in the United States by degree of slenderness : An appraisal. / Peterson, Robin T.; Xu, Bing; Limbu, Yam.

In: Journal of Promotion Management, Vol. 15, No. 1-2, 04.12.2009, p. 184-203.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The depiction of female models in sport television commercials in the United States by degree of slenderness

T2 - An appraisal

AU - Peterson, Robin T.

AU - Xu, Bing

AU - Limbu, Yam

PY - 2009/12/4

Y1 - 2009/12/4

N2 - 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.

AB - 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.

KW - Advertising

KW - Models

KW - Slenderness

KW - Sports

KW - Television

UR - http://www.scopus.com/inward/record.url?scp=70849113817&partnerID=8YFLogxK

U2 - 10.1080/10496490902881997

DO - 10.1080/10496490902881997

M3 - Article

AN - SCOPUS:70849113817

VL - 15

SP - 184

EP - 203

JO - Journal of Promotion Management

JF - Journal of Promotion Management

SN - 1049-6491

IS - 1-2

ER -