Abstract
Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements.
Highlights
Advertisements are considered a reflection of the inherent beliefs, cultural and societal values of a society and it further makes a major contribution to shaping these values and attitudes (Mogaji, 2015)
Advertisers uses influential people within the society to transfer cultural meaning from their brands to individual consumer (McCracken, 1989). The selection of these influential people is of great importance as they should be able to effectively transfer the embedded cultural meanings to the benefit of the advertisers, this can be problematic the advertisements are created by people who aim to seek out relevant messages to appeal to their target audience (Gram, 2014)
While Grau et al (2007) focused on different magazines, this present study focused on sports magazine, with the aim of examining the frequency and nature of portrayals of female athlete endorsers
Summary
Advertisements are considered a reflection of the inherent beliefs, cultural and societal values of a society and it further makes a major contribution to shaping these values and attitudes (Mogaji, 2015). Advertisers uses influential people within the society to transfer cultural meaning from their brands to individual consumer (McCracken, 1989). The selection of these influential people is of great importance as they should be able to effectively transfer the embedded cultural meanings to the benefit of the advertisers, this can be problematic the advertisements are created by people who aim to seek out relevant messages to appeal to their target audience (Gram, 2014). Sports personalities are considered as vehicles for advertisements or product endorsements and they carry symbolic messages can attract companies seeking effective endorsers (Mogaji, 2015b). Sportsmen are more often chosen to become brand ambassadors because they are generally of a higher profile and attract a larger audience, which can increase the profit margins of the brands they endorse
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