Record Details

Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Advertising

Journal of Business & Economics Research

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Field Value
 
Title Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Advertising
 
Creator St. James, Melissa
 
Subject advertising
celebrity endorsement
teenager
content analysis exploratory
 
Description This study examined the usage of female sports celebrities as endorsers in magazines targeting female teenagers. Female sports figures act as role models for female teenagers and studies have shown they have a positive impact on self-image and self-identification. The Eriksonian Theory (Adams-Price and Greene, 1990), states that a “primary task of adolescence is the consolidation of ego identity.” Teenagers often adopt the mannerisms, dress, and attitudes of celebrities as experimentation in their search for an identity. Theories of impression management and self-presentation focus on aspirational identities; those that individuals want to attain or want to be associated with, in social interactions (Norman and Tedeschi, 1989). Teenagers relate to sports figures as teens are often active in sports as both participants and observers, and sports figures act as aspirational figures. Increasing the number of female athlete endorsement ads could be an innovative and effective marketing strategy.
 
Publisher Clute Institute
 
Date 2010-01-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://clutejournals.com/index.php/JBER/article/view/653
10.19030/jber.v8i1.653
 
Source Journal of Business & Economics Research (JBER); Vol. 8 No. 1 (2010)
2157-8893
1542-4448
10.19030/jber.v8i1
 
Language eng
 
Relation http://clutejournals.com/index.php/JBER/article/view/653/639