The representation of sports in television commercials: A content analysis
Date
1996
Authors
Ort, Alice Marie Meyer
Major Professor
Advisor
Miller, Martin
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This study examined the advertising media's use of sports in television commercials viewed by children. Four global research questions guide this research: How often is sport present in television commercials? What are the characteristics of sport commercial characters? How is sport represented in television commercials? What pro-social and antisocial behaviors are present in commercials that contain sport? To answer these questions I used a qualitative study design to produce both quantitative and qualitative data. The quantitative findings are in the form of descriptive statistics that portray when and where most sports commercials air, what product types are most often represented by sports commercials, what kinds of sports are most often represented, and what proportion of commercials contain various pro-social and anti-social aspects of sport. The study also quantitatively examined the character demographics of: gender, age and race of the primary character, gender age, and race of the overall character base, and gender of the narrator. The qualitative findings of the study are in the form of descriptions of commercials and how they relate to the quantitative findings. Content analysis was the methodology used to gather data.
Series Number
Journal Issue
Is Version Of
Versions
Series
Academic or Administrative Unit
Type
thesis