Association of Marketing Theory and Practice Proceedings 2020
 

Title

Media Effects: Nike Advertisements to Empower Women

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date

1-1-2020

Abstract

This research paper will focus on understanding how the representation of women in sports will change the attitude toward women athletes. There is a general leaning in increasing involvement of women in sports, and also in sports brands advertisement. Many sports brands such as Nike, Adidas, and Under Armour are using more women’s athletes to change people’s perceptions and motivations about women in sports (athletes women). The objective of this research study will consist in the analysis of the motivation and hope among affiliation from the same genders and across genders after the participants have been exposed to Nike videos of women’s athletes' empowerment. This research study will use a motivation scale and hope scale to test differences in motivations and hope among female athletes, non-athlete females, non-athlete males, and male athletes.

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