However, sportswomen are portrayed in certain ways that play up feminine features and hetereosexuality instead of their athletic achievements and talents. Antil, Robinson and Burton pointed to a 2009 “Got Milk!” ad featuring Olympic … Paradoxical Effects of Sexualization in Advertising on product Attractiveness and Purchase Intentions Researcher at the University of Padova (Dept. the sexualization of female athletes in advertising. the sexualization of female athletes in advertisingdirections to ellijay georgia. Boobs, Butts, and Bodies: the Sexualization of Females in Sports One way that advertisers go wrong is by sexualizing female athletes.Research has shown that women -- the core demographic for women’s sports and the products that female athletes are recruited to help sell -- do not respond well to overly-sexualized portrayals of women’s sports stars. the sexualization of female athletes in advertising. Sexualization of women – Sports Journalism Many products are sexualized to catch the consumer’s attention. (Eds. Sexualization Keywords: Male and female athletes; Media sexualization of female athletes; sports journalism; mass media and athletes; depiction of female athletes; female athletes; coverage of female athletes 1.Introduction While several research studies find notable differences in the way female and male athletes are discussed in media coverage, the purpose of the present research is to … The Sexualization Of Women In Sports According to Laing, “The sexualization of female athletes reduces their self-esteem and identity by dehumanizing and pressuring them into an unhealthy obsession with body image” (page: 3). When I think of female athletes, words that come to mind are tough, strong, and gritty.

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