Analysis of the effective use of female athlete endorsers and the perpetuation of stereotypical ideologies
Cardiff Metropolitan University
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There is an abundance of research literature and information regarding endorsers and their effect on potential consumers. However, there appears to be limited amount of literature on the subject of female endorsers, the way in which they are marketed by companies and their effect on ideologies of the female athlete. The lack of literature on this subject prompted this research. The cenfial purpose of the study was to determine the extent to which the physical cha¡acteristics of female athlete endorsers are important in gaining attention and possibly influencing purchasing patterns, and whether approaches adopted by companies when using female athlete endorsers reinforce stereotypical ideologies of the female. The samples used for the study comprised third year Sports Development and, Broadcast Media and Popular Culture students. Qualitative and quantitative data collection techniques were adopted. Respondents discussed questions gpided by the researcher within four focus gloups; additionally they answered a questionnùe that was developed from the framework of Kotler's (1997) rating system. In depth analysis of the results indicates that public recognition is an essential atFibute required for female athlete endorsers to effect and influence potential consumers. It was a concern that female athlete endorsers as a social influence could in fact be harrring female sport through the misrepresentation of female athletes. It is evident from the study that female athletes whom physical attibutes alone are focused upon are more likely to perpetuate stereotypical attitudes. The ideologies that now stand will not change until there is a complete reformation in the power structure of the media and the outlook of companies when selecting athletes to endorse their products.
BSc (Hons) Sport, PE and Recreation
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