Evaluating New Zealand sports stars as celebrity endorsers : intriguing results

Celebrity athlete endorsement of products and services has become prominent in the promotional mixes of New Zealand companies and organisations. For years advertisers and researchers have pondered how successful celebrity athlete endorsement really works. Most suggest some form of transfer of positive images takes place between celebrity and the product or service they are endorsing and source-credibility models have become the preferred research design. The overall objective of this research was to assist sport marketing managers and their advertising agencies in matching celebrities with products and services. An ancillary objective was to compare results obtained from multiple-item and single-item scales. An exploratory study with tertiary students was conducted, using both Ohanian’s (1990) 15 item source-credibility scale and two single-item measures to examine potential “endorsement fit” for four New Zealand sporting heroes. They were Bernice Mene (recently retired national netball team captain), Dean Barker (America’s Cup yachting defender’s helmsman), Mandy Smith (recently retired national women’s hockey team star) and Justin Marshall (All Black rugby’s most capped halfback), all of whom were adjudged by students as physically attractive sports stars. The product reported here against which these athletes were scored was an isotonic sports drink. Results were mixed; the Ohanian source-credibility scale yielded selection of different celebrity athletes to the single-item measures. The research results show that matching celebrities to products for potential endorsement opportunities is a complex issue, leaving scope for judgement and intuition alongside quantification. Still unresolved is the question of multiple-item measures versus single-item measures in advertising and service research.

Parental exercise is associated with Australian children's extracurricular sports participation and cardiorespiratory fitness : a cross-sectional study

Background: The relationship between parental physical activity and children's physical activity and cardiorespiratory fitness has not been well studied in the Australian context. Given the increasing focus on physical activity and childhood obesity, it is important to understand correlates of children's physical activity. This study aimed to investigate whether parental exercise was associated with children's extracurricular sports participation and cardiorespiratory fitness.

Methods: The data were drawn from a nationally representative sample (n = 8,484) of 7–15 year old Australian schoolchildren, surveyed as part of the Australian Schools Health and Fitness Survey in 1985. A subset of 5,929 children aged 9–15 years reported their participation in extracurricular
sports and their parents' exercise. Cardiorespiratory fitness was measured using the 1.6 km (1- mile) run/walk and inaddition for children aged 9, 12 or 15 years, using a physical work capacity test (PWC170).

Results: While the magnitude of the differences were small, parental exercise was positively associated with children's extracurricular sports participation (p < 0.001), 1.6 km run/walk time (p < 0.001) and, in girls only, PWC170 (p = 0.013). In most instances, when only one parent was active, the sex of that parent was not an independent predictor of the child's extracurricular sports participation and cardiorespiratory fitness.

Conclusion: Parental exercise may influence their children's participation in extracurricular sports and their cardiorespiratory fitness levels. Understanding the correlates of children's extracurricular sport participation is important for the targeting of health promotion and public health interventions, and may influence children's future health status.

Effects of contextual interference on children learning forehand tennis groundstrokes

Previous research on contextual interference theory in controlled laboratory situations consistently illustrated that random practice was superior to blocked practice when learning motor skills. However, when considered in relation to physical education class settings the findings of the contextual interference experiments were not as uniform. Furthermore, the results of the contextual interference research were ambiguous when an open skill was used as the experimental task, with no definite trend evident. Random practice was found more effective for learning (del Rey, 1989) whereas French, Rink and Werner (1990) demonstrated blocked practice to be superior. In the present study, the influence of high and low contextual interference as practice schedules was investigated within an applied sports setting using an open sports skill as the experimental task. Two groups of boys and girls, 8-9 and 10-12 years of age, were taught a forehand tennis groundstroke using both their preferred and non-preferred hands over a ten week coaching and practice period. The findings showed that male subjects were significantly better at the experimental task than female subjects at the pre-test stage only. The result also demonstrated that the 10-12 year old subjects were significantly better than the 8-9 year olds at the task with the exception of the preferred hand at the post and retention test stage. The contextual interference effect was demonstrated in the retention phase on the preferred hand of the 10-12 year old subjects where the random practice group was significantly better than the blocked practice group in an applied sports setting. These findings were discussed in relation to the role of cognition in the learning of these motor skills and the influence of the subjects related background experiences.

Content-based video indexing for sports applications using integrated multi-modal approach

This thesis presents a research work based on an integrated multi-modal approach for sports video indexing and retrieval. By combining specific features extractable from multiple (audio-visual) modalities, generic structure and specific events can be detected and classified. During browsing and retrieval, users will benefit from the integration of high-level semantic and some descriptive mid-level features such as whistle and close-up view of player(s). The main objective is to contribute to the three major components of sports video indexing systems. The first component is a set of powerful techniques to extract audio-visual features and semantic contents automatically. The main purposes are to reduce manual annotations and to summarize the lengthy contents into a compact, meaningful and more enjoyable presentation. The second component is an expressive and flexible indexing technique that supports gradual index construction. Indexing scheme is essential to determine the methods by which users can access a video database. The third and last component is a query language that can generate dynamic video summaries for smart browsing and support user-oriented retrievals.

Ideal golf swing : an evaluation of its characteristics and the assumptions underlying its acquisition during coaching

The game of golf requires hitting a ball from a range of lies over a range of distances in environments that include many obstacles to be avoided. Each of these different golf shots arc designed to move the ball from the tee to the hole in the least number of strokes. However, the fundamental assumption that seems to underlie the coaching of golf, particularly to novice players, is that acquisition of an ideal basic golf swing is the most important outcome of coaching. Implicit in this view are three further assumptions. The first is that once this ideal basic golf swing is acquired by players, they are able to complete a game of golf in a competent manner even though this requires a range of different shots. The second is that there is a close correspondence between the quality of execution of any golf swing as judged in terms of this ideal swing, and the quality of outcome of the golf shot of which the swing is a part, as judged by where the ball comes to rest. The third assumption is that visual inspection of the golf swing by a coach can reveal inadequacies which can be remedied leading lo improved performance in the game of golf. The research reported in this thesis is an investigation of these assumptions. The rationale underlying coaching of golf was examined by reviewing the golf coaching literature (Chapter 1) and conducting a survey of professional golf coaches (Chapter 2). Results of the literature review and the survey indicated that the major emphasis of golf coaching of novices was on their acquiring what might be described as an ideal basic golf swing. This typically involved identifying components in sequence. Little emphasis was placed during this stage of coaching on what might be described as the complete action of a golf shot which involves hitting a ball to some target location. To examine the assumption that there was a close correspondence between the quality of execution of the golf swing and the quality of the outcome of a golf shot, two studies were conducted. In Chapter 3 the development of a 70-item checklist to be used to evaluate the quality of execution of a golf swing is reported. This checklist was based on a detailed behavioural analysis of the golf swing involving collaboration with relevant experts (i.e., golf coaches, biomechanist, kinesiologist), and information derived from a review of golf coaching materials. Development of the checklist was an iterative process in which earlier versions were used to evaluate sample golf swings, and problems identified during this lest process were used to improve the checklist. The final 70-item checklist comprised of a static component with three parts (left-hand grip; right-hand grip; stance) and a dynamic component with six parts (half backswing; full backswing; half downswing; ball contact; half followthrough; finish position). This version of the checklist was used in a study (reported in Chapter 4) of the relationship between the judged quality of execution of a golf swing and the outcome accuracy of a golf shot. Three groups of golfers with varying ability and experience were required to hit 50 balls with a 9-iron club to a target. Outcome accuracy for each shot was assessed in terms of the distance between the target and the resting location of the ball. Edited videotapes (showing only execution of the golf swing) of the five most, and five least accurate shots produced a sub-sample of these golfers (four professional players; four novice players) were subsequently viewed by three expert coaches. They independently rated using the checklist, the quality of execution of the 80 golf swings in random order without having information about the accuracy of any shot. As expected, the professional golfers completed more accurate golf shots than did the novices, and the golf swings completed by the professionals were rated more highly than those completed by the novices. However, for both groups of golfers the results indicated that there was no clear relationship between the rated quality of execution of golf swings and the outcome accuracy of the shots of which the swing were the initial part. Chapter 5 provides a summary and overview of the research reported in Chapter 1 to 4. It is argued that this research suggests a need for a change of emphasis in golf coaching away from consideration of the golf swing in isolation to consideration of the golf swing as part of a complete action. That is, the quality of execution of a golf swing should not be judged simply in relation to some ideal set of golf-swing components, but rather in relation to how well the completed swing (i.e., the golf shot) achieves the desired aim of propelling the ball from its present location to the target location.