Pro shop

Date: January 1, 1970
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Advert is about a sports outfitter PRO SHOP. In this case it is advertising sports wear and has a picture of successful sports people, among them, Tiger Woods. On the shop logo are the words ‘helping friends play better golf.

This advertisement may be used:
1. As an example of gender blind advertising. Despite the fact that an increasing number of women now play golf and that this is a growing market, the advert appears to be solely targeted at men.
2. As an example of gender stereotyping in sport.
Trainer’s notes
In the Mirror on the Media Advertising research conducted by GL, women participants felt that the advert is oblivious of the fact that women participate in sports. They pointed out that South Africa hosted The Women’s Golf World cup in January 2007. They felt excluded from sports by such adverts. Male participants also felt that the advert makes golf appear like a men’s sport. They noted that there is a general misconception that women are not interested in sports. Men felt this advert is biased and one sided.
The advert seeks to associate the product with great men of success. It does not take into account the fact that there are great women sporting personalities who could be potential buyers. The advert seems to be targeting men only. Sporting is an outdoor activity, a place where women have been banished by most media.
Discussion Questions
1. How could the advertisement  been done differently and what effect would this have?
2. How are sports gender stereotyped?
Training exercises
1. In sports magazines or the sports sections of newspapers, go through advertisements to see how advertisements perpetuate or challenge gender stereotypes.
2. Read "Tanzanian women getting ready for World Cup 2010" and/ or "Women in the ring challenge gender stereotypes." Have partcipants identify and go out to interviews other sports people who could be considered "gender benders."
Related GL Commentaries

Download : Genderblind Proshop SA

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