Women's Golf Classic Advertisement Analysis

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I am writing this letter in response to your advertisement for the Women’s Golf Classic that was released in 2012 for executive women in Calgary. In your advertisement, you used a heel to represent a golf ball on a tee. I understand that it is creative and meant to attract attention, but as a golfer myself, I am upset over the usage of an object that is used as a stereotype to represent women. I wish to now take this opportunity to express my personal opinion on the matter on the usage of the heels and how it is in part hurting women-women in golf, who are more than just that object.

As for the first point, the real problem is viewed through the way the heels are placed as the focal point of the advertisement which adds to the idea that it is “the main message”.

Through the usage of heels to portray a women’s tournament conveys the world’s most stereotypical views of women: a group that is only interested in heels. This is seen from the point of view the audience is seeing the advertisement from low and at an eye level with the main object. It is the first place and most probably the only place viewers will see and remember. Not that it is a golf tournament for helping Children’s Aid …show more content…

The term golfer immediately creates a picture of a man in mind for most people, while requiring the phrase “lady golfer” for women. The advertisement is a clear representation of the idea stated above. Why do women need to be rendered by one object and be referred to as “lady golfers”? They are human who plays golf just like men, so aren’t they just “golfers” as well? Many women have the same or higher abilities as men in the game of golf and we should focus on that instead of the stereotypes. Why use heels? It is creative but there are other ways that create a better image of women in society and helps give them the confidence they

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