What do we see in these ads?
Brands like Nike, Adidas and Puma feature the best soccer players from around the world in order to sell their products. Additionally, many other companies work with soccer players in order to promote their products due to the large following that these athletes have. These ads quickly flood media outlets and are viewed by millions around the world. But how exactly are these soccer players portrayed? What methods do these companies use to get more viewers? How are women portrayed? What do these ads say about masculinity? Style? These are all questions that I researched and answered throughout this website!
"Winning" on and off the pitchMany of these ads featuring soccer players feature very attractive women who are seen as the player's most prized possession. Here, Cristiano Ronaldo can be seen pointing at Irina Shayk, a Russian Supermodel. In this scene the goalkeeper tells Ronaldo about all the fans he has to which Ronaldo responds by saying, "But not her." While this might be cute and all, Shayk is clearly being used to get more people to see this ad. Although this ad was meant to promote the 2014 World Cup, Nike decides to include Shayk as a form of "eye candy." Shayk is lit up and has her hair and makeup on, making her look like the perfect woman. To add on to this, Shayk blows a kiss to Nike star, Cristiano Ronaldo, demonstrating how women continue to be sexualized in ads. Unfortunately, this has been a common theme that has been used for years to get more viewers.
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