Studied by 2 people
sexual objects
Normally, women are seen as ________, wearing revealing or even minimal clothing and doing lustrous, seductive poses in adverts.
younger audiences
The use of the hashtag appeals to ________ and reflects the modern context of the advert.
Background context
developed by Sport England; conjunction with wide range of partnership organisations
purpose → break down primary barrier holding women back from participating in sport; fear of judgement
Funded by National Lottery; backed by government body, Sport England; no aspect to it at all
Social and cultural context
Sport England carried lots of research → big gender gap in sports participation. Discovered → two million fewer 14-40 year old women than men partake in sport regularly →fear of being judged was the number one barrier
Result → 1.6 women started exercising; number of women playing sport + being active increasing faster than men
Soon after launch of campaign, Nike released more motivation campaign → “Better for it” → real side to fitness
Note 
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