Valaki lefordítaná, ha nem is az egészet de legalább valamennyit? (angol)

Within the more general subject of women and sports advertising, it is important to focus on how the women's bodies are depicted. Advertisers use their bodies to create the codes which represent female athletes. Ads are rich cultural narratives created from multiple dialogues about the roles, athleticism and sexuality of women. To be both female and strong today violates traditional codes of the feminine body. There has been a cultural shift in an effort to include women in sports. The advertising is less about the sport itself and more about being woman. Gender markers are desperately maintained in women's sports advertising through the images, text and ideology. Today, the media representations of female athletes tend to draw upon the ideal of woman's natural beauty. Unlike in previous decades, these ads highlight the athletic capabilities and power of the female body, however, they also reinforce the dominant cultural order through the blatant sexualization of the athlete's bodies. This is accomplished using photographic techniques focusing specific attention on a sexualized body part. Almost every strong finds a way to emphasise the woman's body over her athletic talents.