Thursday, October 30, 2014

Interrogating the Presentation of Gender in Sports Advertising

http://www.youtube.com/watch?v=xktClf_d188&spfreload=10

This Carl's Junior Super Bowl commercial features Terrell Owens (TO), a former 15 season wide receiver of the NFL, being handed a burger from a woman who represents love. Not only is the color scheme alternating (dark being hatred in Philadelphia and light and bright being represented in what I'm assuming is California) but the women in each of these roles is drastically different as well. The more than half naked, blonde, large busted woman represents the love of his former professional career while the dark side happens to have fully clothed women, and TO doesn't directly interact with either of them. The love is a woman bringing him food and wiping off his mouth as he's eating, typical woman fawning over a man, she's his mistress. While on the side of being hated, he doesn't have any interaction with people other than a young boy (who looks to be African-American) telling him that he sucks. This commercial exemplifies that (stereo typically "hot") women belong to men as objects of their attention. It also divides race lines even further. While there is a darker complected woman next to TO in the commercial she is not clearly any one race and also does not have a speaking role. This is very much showing the example that it is rare for people of color to "make it big," and in another way stating that there's little chance for women to be seen as beautiful unless they are portrayed in a certain light.

"Terrell Owens Official Website- Six Time Pro Bowl Wide Receiver and Philanthropist." NexGEN Gallery RSS. Web. October 23, 2014.

1 comment:

  1. Deadline: 1/1
    Comment: 1/1
    References: 0/2
    Quality: 4.5/6
    Total: 6.5/10

    I like that you picked a Carl's Jr commercial because I think they have a history of sexualizing women, however I wish you would have gone more in depth about it and connected it to the abundance of literature there is on the subject.
    ~Brittainy

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