Date of Award

2001

Degree Type

Thesis

Degree Name

M.H.K.

Department

Kinesiology

First Advisor

Munroe, Krista,

Keywords

Education, Physical.

Rights

CC BY-NC-ND 4.0

Abstract

Advertising has been documented as a prominent factor promoting irrational perceptions of body shape and image ideals amongst females. Previous researchers have indicated trends in body image disturbances as a result of advertising exposure (e.g., Lavine, Sweeney, & Wagner, 1999; Myers & Biocca, 1992). In sport management, however, there are no studies investigating the physiological and psychological aspect of the sport consumer's health, including body image. Instead, investigations in sport management and sport marketing have attempted to capitalize on prospective financial benefits and repercussions for the betterment of the organization or corporation, rather than the consumer specifically (Fullerton & Dodge, 1995; Mullin, Hardy, & Sutton, 1993). Therefore, the purpose of this exploratory research was to investigate the effects of athletic shoe sport advertising on body image disturbances in female undergraduate students. The awareness of the potential impact of sport advertisements on current and potential sport consumers' perceptions, beliefs, and behaviours is of functional vitality to the continued proliferation of sport marketing. (Abstract shortened by UMI.) Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis2001 .S23. Source: Masters Abstracts International, Volume: 40-03, page: 0555. Adviser: Krista Munroe. Thesis (M.H.K.)--University of Windsor (Canada), 2001.

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