Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 1

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  społeczeństwo konsumentów
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

Arena czy wybieg - merchandising i merkantylizm wizerunku sportowca

100%
Datko M.
Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
|
2013
|
issue 12
409-430
EN
In the consumers' society the only sellable commodity is the body and these image has become a key concept. Shaping the image and its sale provides sports, treated as the run (mimicry, presentation). It has consequences in the form of a gender change the perception of sportswomen - and sportsmen image. The women’s duty is being beautiful and having the perfect body, among men score still counts, but physical attractiveness is gaining importance. Now existing aesthetic image (nice is what is winning) is replaced by gender, appearance, sexual attractiveness and beauty of the sport so changing the image of (winning is what is nice).
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.