I6. How Does Runner’S World Shape a Runner’S World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

The female body is salient at the intersection of sport, the marketplace, and media. In this critical review, we interpret representations of the female body in fitness advertisements targeting female recreational endurance runners. We argue that they offer conflicting – and often unhealthy – directives on how to achieve the “ideal” body.

Citation:

Carly Drake and Scott Radford (2018) ,"I6. How Does Runner’S World Shape a Runner’S World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 904-904.