Female Athletes in Comercials

http://www.youtube.com/watch?v=zktomOrTt2I

In this commercial, another AXE commercial, we can predict what is going to happen. Although at the start of the commercial we do not automatically assume this. There is a female athlete who is maybe practicing her shot put throwing. Of course, she absolutely has to be in only underwear, because how else could anyone practice this sport? After seeing the shots of her clothes (and body), there is a chance you could assume they are advertising the underwear and sports bra. The camera also focuses on her body movements as she is preparing to do the shot put throw. Also, there are beauty shots, her make-up covered face is also for display.

Alas, we see she is warming up to throw the shot put into a guy's window. Once the window is broken she pole volts and flies into his apartment. She is exhibiting more than one sport. But, the main goal of her doing these sports is to eventually getting to the guy.

I remembered what one of the men in the "Branded" video said, something along the lines of "to keep women's sports around you have to have men interested in it". In this commercial, the athlete is wearing close to nothing and she is literally doing all she physically can to get to this guy and get his attention. I believe this is sometimes a direct reflection of women's sports. The way female athlete's uniforms are made as opposed to men's are extremely different. Guys do not have to show much skin, they just play the game. Women have to be "revealing" to get the attention from their male counterparts. On and off the court, women have to use their sex appeal to achieve this attention, while men put little to no effort into this.