Are women winning? An exploratory study using content analysis to examine the representation of females in sports advertising in Australian sports magazine

This paper presents an exploratory study investigating the role portrayal of women in sports advertisements in sporting magazines published in Australia. Content analysis of gender, activity, connotation, camera angle, product advertised, sport category and clothing worn was conducted on 267 advertisements. Results showed that females featured significantly less often than males, were more often posed than active, were represented in images taken by a straight on camera angle, shown participating more in individual sports, sexy clothing was most common in sporting attire, and were less likely to be promoting sporting products. The findings of this study are important to marketers looking to develop advertising towards attracting the consumption behavior of a growing segment of Australian women who actively participate in sport. Understanding that positive representation of female participation in sports via affirmative advertising endorsement and vicarious role models can influence consumption decisions also has relevant implications for advertising practitioners.