Professional tennis players as endorsers in Tennis Magazine: A content analysis of advertisements over 40 years
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A celebrity endorser is “a famous person who uses public recognition to recommend or co-present with a product in an ad” (Stafford et al. 2003, p.1). The portrayal of professional athletes in magazines and on television has often been studied in the past. Research results indicate that athletes are frequently stereotyped according to gender and sport. This study is a content analysis of these athletes in a different role, as an endorser, specifically in a gender-neutral media, over a 40-year time span.
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