The influence of audiovisual sports advertising in sedentary individuals

摘要

The purpose of this research is to evaluate how audiovisual sports advertising influences the self-perception and the socio-cultural perception of sedentary individuals. The goal 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 explores the influence of sports audiovisual content in sedentary and athletic individuals, creating a bridge between sports advertising and body image. A bridge that many authors have identified to be missing. This research integrates a qualitative research strategy in a quasi-experimental approach, using mixed methods. Specifically, by applying an exploratory Online Research Survey on a heterogeneous population. And conducting a Focus Group Research with a sample of sedentary individuals from the Aveiro Municipality. The evaluation was accomplished through the screening of a sports video in the second session 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. These methods were progressively used in order to cross information and contribute in the design of the sequential investigation steps. We've come to the conclusions that 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 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 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 apparel or gear seems to especially motivate athletic individuals to exercise and individuals' self-perception seems to be correlated to their workout motivations.