Drivers to divas: advertising images of women in motorsport

Drivers to divas: advertising images of women in motorsport

This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of female athlete endorsers in general and female racing car drivers...

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Veröffentlicht in:International journal of sports marketing & sponsorship 2009-04, Vol.10 (3), p.204-17
Hauptverfasser: Ross, Sally R, Ridinger, Lynn L, Cuneen, Jacquelyn
Format: Artikel
Sprache:eng
Schlagworte:
Advertising campaigns
Advertising executives
Celebrities
Guthrie, Janet
Health aspects
Hot rods
Magazine advertising
Marketing research
Patrick, Danica
Personal appearance
Point-of-sale advertising
Product enhancement
Social aspects
Target marketing
Telecommunications equipment industry
Women
Women automobile racing drivers
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Beschreibung
Zusammenfassung:This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of female athlete endorsers in general and female racing car drivers in particular. The advertising images of pioneer drivers Janet Guthrie, Lyn St. James and Sarah Fisher are discussed and compared to that of Danica Patrick, a media star in the Indy Racing League (IRL). Patrick has been successful in capitalising on her expertise and attractiveness to enhance her image and endorse products. Attitudes towards using sex appeal to sell products are presented and discussed.
ISSN:1464-6668
DOI:10.1108/ijsms-10-03-2009-b003