Nike Football Television Advert Analysis

1687 Words 7 Pages
The ideal characteristics of a ‘perfect man’ constructed in sports advertising are weighted to support certain discourses of how men should be, or how they should aspire to be. In the NIKE Football television advert, we see how gender roles are played out within the context of a sports field. The way the characters are positioned within this space provides an example of the social rules related to the performance of gender that manage this space. Masculine power, both physical and social, is valued as a trait that boys should aspire to and should possess in order to properly execute their own performance of gender. The contrast between this and the way women are positioned in the advert (as purely sexual beings for men to compete over) shows …show more content…
This is a site many gender roles and expectations, especially those in respect to masculinity, are played out and reproduced. Sport, especially football, is seen as an inherently masculine space, adhering to the discourse that physicality and strength are masculine traits while female dominated sports such as netball require little physical contact and aren’t associated with the messiness of a muddy football field. This specific site is used to internationalise the ideas in the clip. The advert includes a wide variety of different nationalities of both players and clips of those watching the game. The idea that the football pitch brings a predominantly male audience together to bond over this competition is an entrenched culture that surrounds professional sport in general. Therefore football is seen as a male bonding activity, for those playing, those in the crowd and those watching at home. This is an example of one of Vivian Burr’s ideas that humans construct their identity by combining different discourse ‘threads’. The discourses that match together in this instance are sport and masculinity. Burr discusses that some identity building discourses and stereotypes combine easily (Burr, 1995, pg. 51), and the masculine and sporting identities are an example of this combination. The discourse surrounding sport embedded in social and physical institutions …show more content…
The gendering of professional sporting activity as a predominantly masculine activity dictates the players used in the advert to sell NIKE football boots as solely male. The types of power the men in the ad represent, as well as the balance of that power between male and female create an ideal of masculine behaviour that favours physical strength and success as well as ultimate social power. The women in the ad, in comparison to the men, hold only sexual power and have no place in the actual sporting action. Football, in this context, is seen as a male bonding activity, bringing together an international audience. This audience is largely male, as well as the players, which dictates the sports field as a male space and doesn’t allow for any version of masculinity that does not adhere to the specific image that NIKE is attempting to

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