Professional tennis players as endorsers in Tennis Magazine: A content analysis of advertisements over 40 years

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Title: Professional tennis players as endorsers in Tennis Magazine: A content analysis of advertisements over 40 years
Author: Pikus, Rachel; Austin, Bruce
Abstract: A celebrity endorser is “a famous person who uses public recognition to recommend or co-present with a product in an ad” (Stafford et al. 2003, p.1). The portrayal of professional athletes in magazines and on television has often been studied in the past. Research results indicate that athletes are frequently stereotyped according to gender and sport. This study is a content analysis of these athletes in a different role, as an endorser, specifically in a gender-neutral media, over a 40-year time span.
Description: Student Honor Awardees are selected by the faculty who teach courses in these areas of Liberal Arts and by the Kearse Awards Committee.
Record URI: http://hdl.handle.net/1850/5332
Date: 2005

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RPikusKearse2006.pdf 122.5Kb PDF View/Open Main report
BAustinNomination2006.pdf 427.2Kb PDF View/Open Nomination

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