The Effects of Sexualized and Violent Presentations of Women in Combat Sport
作者: GreenwellSimmonsHancockShrefflerThorn
刊名: Journal of Sport Management, 2017, Vol.31 (6), pp.533-545
来源数据库: Human Kinetics
关键词: BrandConsumer attitudeSports advertisingWomen’s sports
原始语种摘要: This study utilizes an experimental design to investigate how different presentations (sexualized, neutral, and combat) of female athletes competing in a combat sport such as mixed martial arts, a sport defying traditional gender norms, affect consumers’ attitudes toward the advertising, event, and athlete brand. When the female athlete in the advertisement was in a sexualized presentation, male subjects reported higher attitudes toward the advertisement and the event than the female subjects. Female respondents preferred neutral presentations significantly more than the male respondents. On the one hand, both male and female respondents felt the fighter in the sexualized ad was more attractive and charming than the fighter in the neutral or combat ads and more personable than the fighter...

  • combat 战斗
  • fighter 歼机
  • neutral 中性的
  • advertising 广告
  • sport 芽变
  • female 女性的
  • toward 
  • advertisement 广告
  • event 事件
  • talented 有才能的