SOCIETY KILLED THE SPORT

“Keep Her In The Game”

Looking at this gif, you wonder what led up to this girl’s transformation. Without any text to guide the viewer, this gif can stand by many commercial ads and do justice. However, this is not your typical ad about cosmetics or hair products.  This is a snippet from a commercial that addresses the issue of young girls being corrupted by society expectations. In today’s media, teenagers are being bombarded with numerous advertisements containing sexual imagery and innuendo; it is no wonder many girls ditch their soccer cleats for a pair of high heels.

This commercial advertisement starts off with a group of teenage soccer players in the middle of a game. Prior to the PA announcement, all the girls were in uniform and did not care about having dirt on their cleats or clothes. The goalie’s hair along with other girls is not tamed and all of the players are wearing little to no makeup at all. Once interrupted, the PA system showers the players with every possible question about boys, makeup and body image such as: “What Guys Notice” and “Are You Ready for Swimsuit Season?” This sidetracks the majority of the players causing them to leave the game and transform into provocatively dressed teens that have on way too much makeup.

This leads up to the gif I chose to display because I think it does a perfect job demonstrating the makeover that girls undergo in order to keep up with societal expectations. Moreover, it brings awareness to the stereotypes we have of women and the pressure they have with expectations on how to look and act. Going back 42 years ago, the passing of Title IX changed the way women participated in athletics. If we let society take the wheel, there is a high possibility that female athletics will diminish in popularity. There is already a struggle for women’s sport recognition and if we let media corrupt these young girls to leave the soccer ball in exchange for a magazine, then we are to fear a drawback from what women have fought so hard to accomplish.

To see full commercial, click on link: http://youtu.be/URVYgTbbryE

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One Response to SOCIETY KILLED THE SPORT

  1. Sarah McCullough says:

    I like how you encapsulated your argument into this particular gif to focus on for the blog post. It’s a very compelling moment. Can you say a bit more about how you see the argument you are making enacted in this gif? You argue around it, and it would be great to hear how you see the details of it working in this small clip. What is striking to me is that in both images she maintains a great deal of confidence, but the site of that confidence has changed. This seems an important aspect to think about in this example.

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