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.

Authors

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Featured

Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA

Read More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.