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ABSTRACT
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.
A content analysis was conducted using the most recent 5 ½ years of SEVENTEEN, the top selling magazine targeting female teenagers. The proportion of celebrity athletes to celebrity non-athletes and the proportion of female to male celebrity athlete endorsers were recorded. Product category endorsed and nature of portrayal or depiction of the celebrity athlete, with respect to expert condition and appearance, were also examined. This study has revealed encouraging strides in the depiction of female athlete endorsers in teen magazines. The results show female athletes are being used to target female teens and are being portrayed as expert, engaged in athletic activity, and non-suggestive.
Keywords: advertising, celebrity endorsement, teenager, content analysis exploratory
INTRODUCTION
Celebrity endorsement advertising has been around for over 150 years, and celebrity athletes have often topped the list of most popular and most highly paid endorsers. In the 1920s, even Babe Ruth was a pitchman for candy bars (Kaikati, 1987). The total number of athlete endorsements has varied across decades. One study showed one celebrity athlete endorsement advertisement in 1920, 21 in 1930, then a drop to 1 1 and 10 in the 30s and 40s, respectively. Since then, the numbers have risen, experiencing another drop in the 1980s, but rebounding in the 1990s (Kahle and Riley, 2004). After the 1996 Olympic Games, women began receiving endorsement contracts notable in both number and...