https://dr2.whrdmena.org/tags/jwt en https://dr2.whrdmena.org/article/299 <div class="section field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item odd"><img src="https://dr2.whrdmena.org/sites/default/files/styles/500x/public/BRAZIL%20OOH%203x4-704433.jpg?itok=pV-ksrSH" width="320" height="236" alt="" /></div></div></div><div class="section field field-name-field-article-image-caption field-type-text field-label-hidden"><div class="field-items"><div class="field-item odd">Images from Beirut NTSC</div></div></div><div class="section field field-name-field-article-author field-type-entityreference field-label-hidden"><div class="field-items"><div class="field-item odd">Guest Contributor</div></div></div><div class="section field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item odd"><p><span data-scayt_word="Ooohhh" data-scaytid="1">Ooohhh</span>.. <span data-scayt_word="hihihi" data-scaytid="3">hihihi</span> *giggle* *giggle* I didn’t know <span data-scayt_word="Kaká" data-scaytid="4">Kaká</span> was a football player!<br /> <span data-scayt_word="Ooohhh" data-scaytid="2">Ooohhh</span>.. <span data-scayt_word="hihihihihi" data-scaytid="5">hihihihihi</span>.. I <span data-scayt_word="swoooon" data-scaytid="6">swoooon</span> over hot Italian boys chasing balls…!!</p> <p style="text-align: center;"><a href="GERMANY OOH 3x4-706974.jpg"><img alt="" src="GERMANY OOH 3x4-706974.jpg" /></a></p> <p style="text-align: center;"><img alt="" src="ITALY OOH 3x4-709080.jpg" /></p> <p> </p> <p>Put a [football] sock in it, Le Mall! You think girls don’t know football? You think we can’t side with a team based on their skills? You think we’re only interested in the World Cup because our boyfriends, husbands, and brothers are? You think we can’t dribble and tackle and score ourselves?</p> <p>Again, females are portrayed as bimbos, <span data-scayt_word="big-boobed" data-scaytid="7">big-boobed</span> (and <span data-scayt_word="soccer-ball-boobed" data-scaytid="8">soccer-ball-boobed</span> as well) and strapped to a foosball table, totally ignorant about sports (as if sports were a male-only arena) and waiting for boys to “take her to the game.”</p> <p>What people don’t seem to understand is that advertising not only mirrors people’s behavior. People’s behavior imitates what they see in the media as well. We reinforce images and stereotypes of any group people when we use them on billboards and TV ads. In the case of Le Mall, not only is this stereotype false of most women, it is also offensive to those of us who are constantly dismissed by men who think they own all copyrights on sports. I find it odd that <span data-scayt_word="Tarek" data-scaytid="10">Tarek</span> <span data-scayt_word="Chemaly" data-scaytid="11">Chemaly</span>, the fantastic blogger behind <a href="http://beirutntsc.blogspot.com/">Beirut/NTSC (Never Twice Same City)</a>, calls the ads “a gem of art direction and copywriting most needed when all other ads are copycats” and <a href="http://beirutntsc.blogspot.com/2010/06/chicks-rule-at-le-mall.html" target="_blank">writes</a>:</p> <blockquote><p>Obviously, for girls football is whatever their boyfriends or partners do when they are adjusting their mascara, applying night cream, or gossiping on the phone about the latest news with their own female friends (whose partners are naturally watching the game).</p> </blockquote> <p>Also, check out the post <a href="http://lorenasepiphany.com/2010/06/05/bring-your-woman-along/" target="_blank">Bring Your Woman Along</a> on Lorena’s Epiphany which starts to see the problem with the ads but falls short of acknowledging the sexism in them. Come on <a href="http://twitter.com/LoryneAtoui" target="_blank"><span data-scayt_word="Loryne" data-scaytid="9">Loryne</span></a>, you’re almost there!</p> <p><span data-scayt_word="Oooohh" data-scaytid="13">Oooohh</span>.. baby.. you’re such a strong man!! Please explain football to me.. *giggle* *giggle*…</p> <p> </p> <p>Does it take balls to watch football?</p> </div></div></div><div class="section field field-name-field-publisher field-type-entityreference field-label-inline clearfix"><h3 class="field-label">Publisher:&nbsp;</h3><div class="field-items"><div class="field-item odd">Sawt al&#039; Niswa</div></div></div> <div class="field field-name-field-section field-type-taxonomy-term-reference field-label-inline clearfix clearfix"> <p class="field-label">Section:&nbsp;</p> <ul class="field-items"> <li class="field-item even"> <a href="/sawt-sections/opinions">Opinions</a> </li> </ul> </div> <div class="field field-name-field-category field-type-taxonomy-term-reference field-label-inline clearfix clearfix"> <p class="field-label">Category:&nbsp;</p> <ul class="field-items"> <li class="field-item even"> <a href="/category/body-image">Body Image</a> </li> </ul> </div> <div class="field field-name-field-tags field-type-taxonomy-term-reference field-label-inline clearfix clearfix"> <p class="field-label">Tags:&nbsp;</p> <ul class="field-items"> <li class="field-item even"> <a href="/tags/advertising">advertising</a> </li> <li class="field-item odd"> <a href="/tags/billboards">billboards</a> </li> <li class="field-item even"> <a href="/tags/bimbo">bimbo</a> </li> <li class="field-item odd"> <a href="/tags/featured">Featured</a> </li> <li class="field-item even"> <a href="/tags/football">football</a> </li> <li class="field-item odd"> <a href="/tags/gender">gender</a> </li> <li class="field-item even"> <a href="/tags/gender-stereotypes">gender stereotypes</a> </li> <li class="field-item odd"> <a href="/tags/jwt">JWT</a> </li> <li class="field-item even"> <a href="/tags/lebanon">lebanon</a> </li> <li class="field-item odd"> <a href="/tags/media">media</a> </li> <li class="field-item even"> <a href="/tags/soccer">soccer</a> </li> </ul> </div> <div class="field field-name-field-featuredslider field-type-taxonomy-term-reference field-label-above clearfix"> <p class="field-label">Featured:&nbsp;</p> <ul class="field-items"> <li class="field-item even"> <a href="/featured/no">No</a> </li> </ul> </div> Fri, 04 Jun 2010 21:00:00 +0000 Azadeh Faramarziha 299 at https://dr2.whrdmena.org