Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns.

中文翻译：

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分析女性广告活动的可信度：关注哥伦比亚女运动员


鉴于性别平等、女性赋权和现代社会动态的积极影响，以女性运动员为主角的广告活动变得非常重要，其中女性发挥着至关重要的作用，尤其是在西方社会。然而，出现女性运动员的广告活动可能会被公众认为是虚假的，有时被称为“清洗女性”。这项研究探讨了女性广告型运动（即针对女性运动员的运动）中对女性清洗的看法。提出了一个经验模型，并用偏最小二乘结构方程模型进行了测试。结果验证了所有假设，表明公众对运动员的认同、运动员与品牌的契合度以及品牌定位等因素对于活动的可信度至关重要。本文的贡献对于体育营销、女性广告和广告活动规划来说是新颖的。