Study finds female athletes rarely and ineffectively used as ad spokespeople

Your best chance to see a female athlete endorsing a product will be during the next few weeks. The Olympics' commercial breaks may be littered with female swimmers, runners and gymnasts, but don't expect to see them much again until the next Olympics. American companies rarely employ female athletes as spokespeople and when they do, according to two University of Delaware professors, they most often do it poorly.

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