This promotional advertisement for the AVP tour is clearly taking a women's butt and objectifying it to sell tickets for a volleyball tournament. The backside of women volleyball players is something that is overly problematic within the advertising industry. Media tend to use this as a tool to not only sell a product or tickets in this case, but have yet to realize the implications for their actions.
By focusing in on a specific object, such as a woman's butt, the advertising industry is selling sex, negating women and telling the viewer that the sole importance of watching a volleyball tournament is to see women's bodies. The women who are being objectified in this are not only the hard working and athletic volley ball players, but all women in general. Rather than showing a women playing volleyball in an athletic and positive light, the ad merely shows a woman's backside as her only 'asset'.
Women are continually being scrutinized through the media and portrayed in a negative light, and society continually wonders why eating disorders and violence cointinue to prevail in our society. How can we continue to promote oversexualized images of strong women when all we do is promote their body parts in order to sell products?
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