The influence of audiovisual sports advertising in sedentary individuals

• Autor(a) principal: Santos, Jennifer
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/18513
• topic: Publicidade; Desporto; Meios audiovisuais; Motivação - Desporto

The purpose of this research is to evaluate how audiovisual sports advertising alters the self-perception and the socio-cultural perception of sedentary individuals. The objective is to understand the effect of the marketing strategies used by sports industry’s brands in order to create more effective audiovisual sports advertising. This research integrates an interpretative approach, a qualitative research strategy in a quasi-experimental approach, using mixed methods, such as an Online Research Survey and Focus Group methods. These methods were progressively used in order to cross information and contribute in the design of the sequential investigation steps. Most of the existing literature on body image and sports advertising has presented itself as a huge gap in the world of scientific research. Accordingly, this research explores the direct influence of sports audiovisual content in sedentary and athletic individuals. The evaluation was accomplished through the screening of a sports video in the second of the Focus Group Research in which, after a 10-minute workout, the participants’ behaviors were assessed with the use of an Observation Grid and a post-workout discussion. There is a high chance that audiovisual sports advertising has a detrimental effect on both sedentary and athletic individuals. The main findings of this research identified that, although the Focus Group Research participants did not verbally confirm it, the video appeared to have a motivational effect on participants. They revealed a better performance and a more focused attitude during the test session. Sedentary individuals seem to be more critical of the female body than of athletic individuals and, as opposed to individuals who consider themselves athletic, individuals who consider themselves sedentary will less likely feel especially motivated to exercise when watching inspirational fitness videos. In addition, gender does not seem to be correlated with sports advertising, sports gear or equipment seems to especially motivate athletic individuals to exercise and individuals’ self-perception seems to be correlated to their workout motivations.