Women should be known for their talent rather than their bodies to generate clicks …
Sydney Sweeney stars in a new advert for Novig sports betting.
The campaign titled ‘Just Sports’ shows Sweeney appearing to be naked while covering herself with pieces of sports equipment.
It is intended to promote the sports betting platform, Novig.
Since the advert’s release, it has generated discussion over the sexualisation of women in sports.
It was called out by British athlete Amy Hunt in a post-race interview at the World Athletics Ultimate Championship in Budapest.
Hunt rose to prominence during the European Athletics Championships, where she stormed to victory and bagged four gold medals.
Now, Glasgow Women’s Aid has posted to social media, weighing in on the debate on the “sexualisation of women” as part of marketing.
They said that when an advert goes viral, the conversation rarely includes the product itself; instead, “the woman becomes the product”.
The advert has generated intense debate, which the Women’s Aid says is giving the brand what it wants – attention.
Instead of debating Sweeney’s choices, the organisation is asking people to recognise the ongoing sexualisation of women’s bodies to generate attention.
They added: “Female athletes already face pressure to meet narrow beauty standards while fighting for recognition of their talent, dedication, and achievements.
“When sexualisation becomes profitable, it sends a message that women’s value lies in how they look, rather than who they are.”
Glasgow Women’s Aid is on the front line of assisting women facing hardships, including discrimination and gender-based violence.
They say that violence is “rooted in the unequal power and status” of women.
“That’s why everyday sexism, misogyny and the sexualisation of women matter,” they said. “The attitudes and messages we are exposed to shape how women are viewed and valued.
“When companies profit from reducing women to bodies, they reinforce attitudes that make gender inequality seem normal.
“Women deserve to be recognised for their humanity, talents and achievements, not for the attention their bodies can generate.”
Chicks for clicks is nothing new. It’s been done for centuries, millennia. Yes, some may think it tacky, bad taste, or everything in between, from the demure to the very opposite.
But that’s life, and balance and decency are a societal pendulum. If looks and attraction did not sell some of the daily tabloids, much else would be out of business.
But for me, the crime, or at least that is what some say is a crime, is women lusting after the fat, balding 50-plus men to their utter distraction. Utterly outrageous, despicable, off with their heads – eh?