Are women winning? An exploratory study using content analysis to examine the representation of females in sports advertising in Australian sports magazine

Gallagher, D, Kopanidis, F and Shaw, M 2014, 'Are women winning? An exploratory study using content analysis to examine the representation of females in sports advertising in Australian sports magazine', in S. Rundle-Thiele, K. Kubacki and D. Arli (ed.) Proceedings of the Australian and New Zealand Marketing Academy Annual Conference 2014 (ANZMAC 2014), Brisbane, Australia, 1 - 3 December 2014, pp. 31-37.


Document type: Conference Paper
Collection: Conference Papers

Title Are women winning? An exploratory study using content analysis to examine the representation of females in sports advertising in Australian sports magazine
Author(s) Gallagher, D
Kopanidis, F
Shaw, M
Year 2014
Conference name ANZMAC 2014
Conference location Brisbane, Australia
Conference dates 1 - 3 December 2014
Proceedings title Proceedings of the Australian and New Zealand Marketing Academy Annual Conference 2014 (ANZMAC 2014)
Editor(s) S. Rundle-Thiele, K. Kubacki and D. Arli
Publisher Australian and New Zealand Marketing Academy
Place of publication Brisbane, Australia
Start page 31
End page 37
Total pages 7
Abstract This paper presents an exploratory study investigating the role portrayal of women in sports advertisements in sporting magazines published in Australia. Content analysis of gender, activity, connotation, camera angle, product advertised, sport category and clothing worn was conducted on 267 advertisements. Results showed that females featured significantly less often than males, were more often posed than active, were represented in images taken by a straight on camera angle, shown participating more in individual sports, sexy clothing was most common in sporting attire, and were less likely to be promoting sporting products. The findings of this study are important to marketers looking to develop advertising towards attracting the consumption behavior of a growing segment of Australian women who actively participate in sport. Understanding that positive representation of female participation in sports via affirmative advertising endorsement and vicarious role models can influence consumption decisions also has relevant implications for advertising practitioners.
Subjects Marketing Communications
Keyword(s) females representation
Australian
sports
advertising
content analysis Track
Marketing Communications
Copyright notice © ANZMAC 2014
ISSN 1447-3275
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