Drivers to divas: advertising images of women in motorsport
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2009
Abstract
This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of female athlete endorsers in general and female racing car drivers in particular. The advertising images of pioneer drivers Janet Guthrie, Lyn St. James and Sarah Fisher are discussed and compared to that of Danica Patrick, a media star in the Indy Racing League (IRL). Patrick has been successful in capitalising on her expertise and attractiveness to enhance her image and endorse products. Attitudes towards using sex appeal to sell products are presented and discussed.
Keywords
Citation
Ross, S.R., Ridinger, L.L. and Cuneen, J. (2009), "Drivers to divas: advertising images of women in motorsport", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 3, pp. 7-17. https://doi.org/10.1108/IJSMS-10-03-2009-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2009 by Winthrop Publications Limited