Selling (out) the sporting woman: Advertising images in four athletic magazines

Susan Lynn, Marie Hardin, Kristie Walsdorf

Research output: Contribution to journalReview articlepeer-review

18 Scopus citations

Abstract

This study examines the presentation of women in advertising photographs published in four women's sports and fitness magazines in order to ascertain the presence of sexual difference and differentiate between advertising messages in the magazines. Researchers found strong support for sexual difference in advertisements contained in fitness-oriented magazines, and, at the other end of the spectrum, rejection of sexual difference in magazines that emphasized competitive sport. The advertising images generally provided mixed messages in regard to sexual difference. The authors suggest that the continued use of sexual difference in sport advertising images is a function of commodity feminism, which serves the capitalist hegemony. The authors discuss the need for visual representations that are truly feminist.

Original languageEnglish (US)
Pages (from-to)335-349
Number of pages15
JournalJournal of Sport Management
Volume18
Issue number4
DOIs
StatePublished - Oct 2004

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management

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