An image of a woman in a sports advertisement

Abstract

Introduction. In 1987, sport was known in the literature as an area representing a traditional male power, strength and violence. In 2020, women's sport became recognized as the mainstream, which only confirmed similar conclusions made over the past years. One of the challenges in the area of sport over the next years was women’s sport activation and reaching them through sponsorship communication. This has been facilitated, inter alia, by the development of women's sport and its marketing potential.
 The study aims to present the image of a woman in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of women in advertising sports communication and verify the declarations of the companies that achieve their goals using this level of communication. Another aim is to investigate whether the belief in the feminization of sports fandom and involvement of women in the fan culture finds confirmation in advertising. 
 Method. The author has analysed selected TV, cinema and internet advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 films representing 254 brands was analysed. The analysis covered seven different areas: characters, image and product advertising, share of sports disciplines, sports accessories used, the woman’s attitude, an area of the sports involvement, and the values presented.
 Results. The analysis allowed to obtain an image of a woman being aware of her strength, who can derive great joy from sport. She believes that this is an important and popular area which has a beneficial effect on health and guarantees a shapely figure and great fun. She is a woman being aware of a number of values that come with sport, as she can see how much she benefits in the spiritual, physical and emotional dimensions. However, she feels her emotions much more often through the way to success and fighting for the position of a leader rather than cheerleading.

Wizerunek kobiety w reklamie. Raport z badań

“…Femwertising budujący w kobietach poczucie własnej wartości i pewności siebie widać zarówno w przebadanych tu atrybutach kobiety, jej roli. To jest zbieżne również z analizami reklam sportowych, gdzie większością bohaterów reklam były świadome swojej siły kobiety 18 . Dalej jednak najważniejszym atrybutem kobiety pozostaje atrakcyjność fizyczna, która konsumentom kojarzy się również z innymi pozytywnymi cechami 19 .…”

“…Na pierwszym planie pozostaje jednak kobieta jako potencjał, który uwalnia dopiero jej wewnętrzna siła (ta tendencja została zaobserwowana również w wynikach badań kobiet w reklamie sportowej 24 ). Widać też wyraźnie, że w badanej próbce kobiety były zadowolone, szczęśliwe, pełne życia, a emocje pozytywne dominowały w około 90% reklam.…”

Environmentally friendly activities in sports and leisure services as an expression of the corporate social responsibility

“…As noted by Kończak, 'sport is an inseparable element of our day-to-day life, becoming one of its most important aspects. Due to its universality, it allows people, social groups, nations and societies to communicate with each other, regardless of any differences between them' [Kończak J., 2021[Kończak J., , p. 1179 According to Słupik, introduction of CSR, especialy environmentally-friendly policies of the businesses 'positively influences their competitive edge […] Entrepreneurs treat the environmental criteria of running a business as a platform allowing market success. All these conditions are oriented towards the realization of the environmental goals that results from the environmental consciousness and sensitivity of the decision-makers.…”