The Depiction of Female Models in Sport Television Commercials in the United States by Degree of Slenderness: An Appraisal

Authors

Robin T. Peterson, New Mexico State University
Bing Xu, California State University Dominguez Hills
Yam Limbu, Montclair State UniversityFollow

Document Type

Article

Publication Date

12-4-2009

Journal / Book Title

Journal of Promotion Management

Abstract

This manuscript narrates the results of an examination of the portrayal of the degree of slenderness of female models in sport marketing television commercials in the United States. A visual content analysis was employed to gather and to interpret the data. In turn, the analysis revealed that the commercials utilized substantial numbers of models who were inordinately slender, depicted these models more favorably than they did heavier models, and presented them in a fashion that pointed to superior social status and hierarchy positions.

DOI

10.1080/10496490902881997

MSU Digital Commons Citation

Peterson, Robin T.; Xu, Bing; and Limbu, Yam, "The Depiction of Female Models in Sport Television Commercials in the United States by Degree of Slenderness: An Appraisal" (2009). Department of Marketing Faculty Scholarship and Creative Works. 232.
https://digitalcommons.montclair.edu/marketing-facpubs/232

Published Citation

Peterson, R. T., Xu, B., & Limbu, Y. (2009). The depiction of female models in sport television commercials in the United States by degree of slenderness: An appraisal. Journal of Promotion Management, 15(1-2), 184-203.