MAPACA

Mid-Atlantic Popular &
American Culture Association

Utilizing athletes as spokespeople to sell products is almost too easy for advertisers. Michael Jordan and Mia Hamm were used to sell Gatorade by competing in multiple sports while drinking the product. Danica Patrick is used in GoDaddy.com commercials, referring to her “beaver” that she would rather not show. Brett Favre can sell Wrangler jeans simply by throwing a football around while talking about how comfortable the jeans feel. This presentation will compare male and female athlete’s representations in modern print advertising, focusing on the portrayal of both genders of athletes and how advertisements use separate appeals to sell a product. Although some companies, like Gatorade, can highlight the equality of work ethic and ability that all athletes possess, others rely on simpler appeals to sell a product. Hamm and Jordan were equal in their ability throughout the advertisement, exchanging wins and losses across the many sports they attempted. In contrast, GoDaddy.com utilized Patrick’s sex appeal while Wrangler Jeans could utilize Favre’s football ability to sell their product. Advertisers often put spokespeople into specific roles for their advertisements. Female athletes are often used for their femininity and sex appeal while male athletes are used for their masculinity and athletic ability. These advertisements can often influence consumer’s perception of certain athletes, making them value female athletes for their physical appearance and value male athletes for their masculinity and athletic ability.