Regarding Jamming Girl Culture (2004)…
I agree with Adkins (2002, p. 166) that girl power is big business. More women have “obtained high status work that drives a new economy of image, lifestyle, and marketing.” As women advance in business, education, and social milieus, their earning power will have greater influence on industries that cater to them. I find female athletes (i.e., golfer Paula Creamer, racecar driver Danica Patrick, and tennis pros Serena and Venus Williams) who endorse (luxury) products to be a pivotal subgroup because they challenge gender ideologies on many fronts. Undoubtedly their products appeal to a female audience, but also serve to “inform” men of their self-reliance (versus male dependence) and success. Harris (2004) stated that girlhood representations have shifted a bit from an outer construct to inner attributes such as high self-esteem and intelligence (p. 167).
I am also intrigued by ways in which girlhood and success are framed in ads; especially those projecting savoir-faire. For instance, in 2010, female tennis champion Maria Sharapova won less than $2 million playing the sport, however, she made an additional $24 million in product endorsements (Forbes magazine). Sharapova’s on-court success seemed secondary to other qualities that multiplied her earning power. An advertising industry magazine listed Sharapova’s marketability: tennis star, sex appeal, high profile lifestyle, affable, and savvy businesswomen. Apparently luxury brands Land Rover and Tag-Heuer were pleased enough to have featured Sharapova in several of their “lifestyle-themed” ads. Oh, she also has a line of perfume.
A few examples:
I don't follow tennis but I hear she does not win often and at this point clearly makes her living off sponsorships and the various streams you've described. Oddly she simply used tennis as a springboard to selling her look and body. She is Russian but has in many ways been positioned as the "all American girl."
ReplyDeleteThanks for including images with this one too. It's great to see the ads you discuss!
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