This ad has a few different references to it. The "Keep it Pure" ad refers to the stereotype female's purity and striving to be "pure" and uncorrupted. At the same time, the "Keep it Pure" slogan somewhat contradicts her female body posture of lying down on the court in a submissive and passive demeanour.
Serena Williams "The Body Issue"
This Sports Illustrated of Venus Williams is highly sexualized. She is pretty much naked, and the only ways her private body parts can be covered is by her own body part. What does this say about female sports figures? It says that even as much as women try to change the way they are portrayed in the media, there is still some power that tries to demean and demoralize the female body despite the fact that this female has a positive reputation in the sports world.
Kournikova Body Shots
Over-sexed femininity means that advertisers have taken the body too far, past conservative to exploitation and objectification. There are several pictures of Anna Kournikova laying down on the ground which demonstrates her submissive role on the court. She looks like she can’t help herself off the ground and she’s waiting for someone to pounce on her. Not to mention there are pictures of all her female body parts over exaggerated and objectified. Then there is Serena Williams completely naked in a Sports Illustrated spread, which I think has gone completely over the top and it belongs in Playboy or of the likes. These are just some examples of over-sexed femininity.
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