Professional tennis players as endorsers in Tennis Magazine: A content analysis of advertisements over 40 years

Rachel Pikus
Bruce Austin

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2013. Student Honor Awardees are selected by the faculty who teach courses in these areas of Liberal Arts and by the Kearse Awards Committee.


A celebrity endorser is “a famous person who uses public recognition to recommend or co-present with a product in an ad” (Stafford et al. 2003, p.1). The portrayal of professional athletes in magazines and on television has often been studied in the past. Research results indicate that athletes are frequently stereotyped according to gender and sport. This study is a content analysis of these athletes in a different role, as an endorser, specifically in a gender-neutral media, over a 40-year time span.