Date of Project


Document Type

Honors Thesis

School Name

W. Fielding Rubel School of Business


Business Administration

Major Advisor

Dr. Julie Toner

Second Advisor

Dr. Frank Raymond

Third Advisor

Dr. Dan Bauer


This study analyzes advertisements in the top sports magazines in the United States and United Kingdom, Sports Illustrated and SPORT respectively, during the 2014 FIFA World Cup. Sports magazines see an increase in sales during the time of the FIFA World Cup, meaning companies will put more effort into the production of their advertisements as the audience is larger and more diverse. The study uses content analysis methods to gain insight into the informational content and gender representation in the advertisements. The results demonstrate both hard and soft-sell approaches to selling goods and services. The study uses predictive analysis to suggest the target market for each advertisement, specifically if the athletic female segment is being successfully targeted.

Included in

Marketing Commons