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03

Aug

theatlantic: Sex Doesn’t Always Sell: Why Female Olympians Don’t Score Big Endorsement Deals Olympic swimmer and gold medal winner Missy Franklin made news with the announcement that she will be retaining her amateur status for the next four years. As such, she “stands to lose millions in endorsement deals,” reports Forbes. But a comparison of Franklins’ earning potential to that of Michael Phelps underscores the pervasive underrepresentation of female athletes in advertising. Not a single female athlete appeared on the 2011 Sports Illustrated list of the 50 highest-earning U.S. athletes, a fact that’s highlighted in a forthcoming study in the Journal of Brand Management. A Turner report found that, of the sports figures featured as endorsers on 11.9 percent of television commercials, only 3 percent are women. […] The study makes the troubling accusation that female consumers are jealous of spokeswomen who are made out to be paragons of strength and attractiveness, suggesting that’s one reason why ads focused on female athletes’ physicality are unsuccessful. Read more. [Image: Oakley]

theatlantic:

Sex Doesn’t Always Sell: Why Female Olympians Don’t Score Big Endorsement Deals

Olympic swimmer and gold medal winner Missy Franklin made news with the announcement that she will be retaining her amateur status for the next four years. As such, she “stands to lose millions in endorsement deals,” reports Forbes.

But a comparison of Franklins’ earning potential to that of Michael Phelps underscores the pervasive underrepresentation of female athletes in advertising. Not a single female athlete appeared on the 2011 Sports Illustrated list of the 50 highest-earning U.S. athletes, a fact that’s highlighted in a forthcoming study in the Journal of Brand Management. A Turner report found that, of the sports figures featured as endorsers on 11.9 percent of television commercials, only 3 percent are women. […]

The study makes the troubling accusation that female consumers are jealous of spokeswomen who are made out to be paragons of strength and attractiveness, suggesting that’s one reason why ads focused on female athletes’ physicality are unsuccessful.

Read more. [Image: Oakley]

  1. lcalix reblogged this from fywomensandgenderstudies and added:
    I found this article very interesting. Reaching an Olympic level of athleticism for both female and males should amount...
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    Interesting read
  7. thecarnalromp reblogged this from theatlantic and added:
    we think businesses are clueless about what women want.
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9 months ago Short URL 142 notes

theatlantic via theatlantic

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