= They are no inherently sexist
= Do not necessarily present hegemonic masculine values
= But they do present the typical perspective towards how sport should look = male, strong, angry, aggressive etc.
EXAMPLES OF SEXIST ADVERTISING ON FITNESS + ADVERTS SHOWN DURING SPORTING EVENTS
https://www.stylist.co.uk/life/ridiculously-sexist-misogyny-anti-feminist-adverts-posters-billboards-present-modern-day/69598
UFit Fitness’ utterly shameful gym advert
The Cardiff Half Marathon is all about celebrating fitness, perseverance, and athleticism. Which is why it came as such a shock when UFit Fitness (a local gym) decided to station a portable billboard halfway along the route, featuring a zoomed-in image of a woman’s thong-clad behind.
And, while an image can speak a thousand words (and, in this one’s case, all of them were NSFW), the ad included some actual proper words, too.
“There’s better things to be stuck behind than the car in front.”
AUSTRALIA OPEN - 2017 - ADVERTS VIEWERS SIT THROUGH BEFORE THE GAMES START
= two women driving along realise their car is aflame and while trying to extinguish the fire the camera zooms into their bums
= the situation quickly gets out of hand, with the car blowing up and the women depicted as incapable of aiming the extinguisher at the car instead of each other
= eventually a man calmly pulls up to save the day as the women get covered in petrol goo from the sky
= Ultra Tune chairman Sean Buckley, previously dismissed critics of his controversial ads as “middle aged feminists”
= Stated that current ads on tv have "no spunk"
THE INDEPENDANT - 2014 WORLD CUP ADVERTISING
https://www.independent.co.uk/sport/football/international/world-cup-2014-advertisers-using-antiquated-sexism-in-tv-campaigns-9517730.html
It is the safest sign that a major football tournament is imminent: an influx of adverts portraying women as sport-loathing killjoys and men as oafs interested only in goals and boobs.
Feminist campaigners say that female football fans are absent from the majority of World Cup-themed advertising and when women appear they are generally cast as either nags or window dressing.
The latest advert for Pringles (re-branded Pringoooals for the duration of the tournament) features a man with three friends in England colours watching a match on television.
When the man’s phone rings, he answers it and says: “Oh hi hon, I’m just travelling. Yeah, I’m going into a tunnel,” before sticking his mobile into a Pringles tube and putting the lid on it.
feminist campaigner, Caroline Criado-Perez, said: “[Adverts like these] are incredibly antiquated and not at all reflective of society and who is watching football… it’s trivialising women and turning men into slathering blokes who are only concerned with watching football, drinking beer and ogling girls. It’s embarrassing for everyone concerned.”
Ruth Holdaway, chief executive of the Women’s Sport and Fitness Foundation:
“The others present women, at best, as being disinterested in the game and at worst as being capable only of looking good on a Brazilian beach dressed in a teeny tiny bikini. Women now make over 70 per cent of household purchasing decisions.
“Furthermore, with 80,000 women in the UK telling us they want to play football and many more who love to watch the World Cup, it’s clear advertisers are missing a trick by reflecting only the dated stereotype that football is the preserve of men.”
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EXAMPLES OF SPORTING EVENT ADVERTS IMPROVING 2019
1. Serena Williams and Bumble
https://adage.com/article/special-report-super-bowl/watch-serena-williams-make-move-bumble-s-super-bowl-ad/316447
= Advert created by a team made up of mostly women
The 30-second spot, titled "The Ball is in Her Court," released on Thursday, shows Williams as a young girl making the first move to join a tennis competition.
"The world tells you to wait; that waiting is polite and good things will just come. But if I waited to be invited in I never would have stood out," Williams says in a voiceover.
The spot goes on to show Williams creating her fashion line and an image of her and her husband, Alexis Ohanian.
3. PAMPER - JOHN LEGEND CHANGING DIAPER
= Dramatic shift in the adverts shown at large sporting events, such as the Super Bowl, from grossly sexist and objectifying to more inclusive.
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EXAMPLES OF FEMALE POSITIVE SPORT DESIGN
KATE MORROSS - NIKE LIONESSES PATCHES - FEMALE SUPPORT
Studio Moross have designed 14 patches as a celebration of the England women’s national football team, better known as the Lionesses.
The patches are now available at NikeTown London as heat transfers and embroidered patches so that they can be used to customise your own England jersey.
ALPHABET STUDIO - EUROVOLLEY REBRAND - NEUTRAL DESIGN
The brand is able to flex from bold and vibrant to premium and elegant. A less liberal use of highlight colours, plus a toned-down graphic device enables corporate materials to work in their relevant settings without diluting the brand.
The angles in the design of the Volleymark directly reference the angles used in the country flags. The final design is contained within the circular shape representing the volleyball itself.
THIS GIRL CAN - CAMPAIGN TO REDUCE THE GAP BETWEEN MEN AND WOMEN IN SPORTS - POSITIVE FOR WOMEN
This Girl Can was born from a desire to tackle the fact that despite increases in the overall number of people being active in England, women persistently remained less active than men.
We knew that we had to address the gender gap and the reason behind it; and we knew we had to do something different.
According to Sport England’s own figures, This Girl Can directly resulted in 2.8 million women engaging in more active lifestyles.
https://blog.bannerflow.com/7-great-sports-marketing-campaigns/
