Sporticuous Consumption: An Analysis of Social Status Symbolism in Sport Ads

Abstract

A survey was made of all the ads which appeared in twenty six different magazines in Belgium over a one year period. All ads using a sport theme to promote a consumer product were analyzed according to 1. magazine related characteristics, such as: circulation, the social class of readers, price etc.; 2. sport related characteristics such as: social status position, the number of participants, contact/non contact type etc. and 3. consumer products advertised in the ads.

The interrelationship between the three sets of variables: magazines — sports — consumer goods — was investigated. From the results it appeared that the established social stratification theories cocerning the sport scene were strikingly consistent with the social stratification constellation patterns found in 1. the social characteristics of the sports featured in the ads, 2. the social position of the magazines in which they appeared, 3. the social status or prestige of the consumer products advertised. This symbol analysis of sport ads does not provide substantial evidence for speculative theories on 'subliminal' techniques in the advertising business. The results rather reveal a direct approach to promote conspicuous consumerism among potential 'status seekers' through 'sport persuaders'.

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