When companies aim their marketing at teen girls, they tend to use sex and merchandising in their advertisements. This sends girls the message that “they must exhibit hyperfeminie physical traits and the proper logos linking this femininity to upper-class ranking” (Douglas, 17). This is present in the new Under Armour ads that now include female athletes alongside males. As a female wearing the Under Armour logo, you are showing to society that you are an athlete most likely of the middle- to upper-class rankings, since their cheapest shirt is about twenty dollars. By wearing expensive company clothes, we show those below us that we have certain unearned privileges that accompany such logos.
Companies today realize that women make up a majority of the market. Recently, Under Armour has aimed their new “Protect This House. I Will” campaign towards high school and collegiate female athletes. When we think of Under Armour apparel we tend to think of football and other typically male sports teams. The focus however has now come to incorporate both genders. These “team girls” who wear the Under ArmourWhen companies aim their marketing at teen girls, they tend to use sex and merchandising in their advertisements. This sends girls the message that “they must exhibit hyperfeminie physical traits and the proper logos linking this femininity to upper-class ranking” (Douglas, 17). This is present in the new Under Armour ads that now include female athletes alongside males. As a female wearing the Under Armour logo, you are showing to society that you are an athlete most likely of the middle- to upper-class rankings, since their cheapest shirt is about twenty dollars. By wearing expensive company clothes, we show those below us that we have certain unearned privileges that accompany such logos.
Companies today realize that women make up a majority of the market. Recently, Under Armour has aimed their new “Protect This House. I Will” campaign towards high school and collegiate female athletes. When we think of UA apparel we tend to think of football and other typically male sports teams. The focus however has now come to incorporate both genders. These “team girls” who wear the UA apparel are confident, competitive, tough, passionate, intense, and plays on a team or works out regularly. “Nothing is more sacred than your team’s bond” and “I will protect this house” is what UA uses as slogans to invite the team girls into buying their products for themselves and their teams.
The commercial depicts world-class female and male athletes in their daily training regimens. The girl clothes are stylish enough to wear on the street and durable enough to wear while working out. There is even a Facebook page called “Under Armour Women,” where members can post information and pictures and find out about new UA styles and gear.
Douglas would say that while these marketing strategies say “we [women] can play sports” it also states that “we must obsess about our faces… clothing brands, [and] decorating” (16). So even though most women buy clothes that fit well, they also, if they can afford it, buy clothes based on logos. And usually the “best” products are the ones that are the most expensive. Companies will zoom in multiple times on their logos during commercials in order to grasp their audience’s attention. It subtly puts the logos in our brain, which we then go out and seek in the stores. The only way for women to obtain power, according to the media, is “from consumerism and girliness” (Douglas, 31). When shopping we choose what we want and don’t want. And those who can buy the best, those of the upper-class rankings, receive unearned privileges. These UA commercials use “sex and merchandising” to gain girls attention. The athletes depicted have tight abs and are sweating while only wearing a sports bra or tight shirt and shorts. When women see these depictions, they think that in order to be as fit as these athletes, they have to buy and wear UA apparel.
I think Douglas would argue that the media and companies brainwashes teenage and collegiate girls into buying their products. Girls, especially teens, are the new target audiences who are walking billboards for companies. apparel are confident, competitive, tough, passionate, intense, and plays on a team or works out regularly. “Nothing is more sacred than your team’s bond” and “I will protect this house” is what Under Armour uses as slogans to invite the team girls into buying their products for themselves and their teams.
The commercial depicts world-class female and male athletes in their daily training regimens. The girl clothes are stylish enough to wear on the street and durable enough to wear while working out. There is even a Facebook page called “Under Armour Women,” where members can post information and pictures and find out about new Under Armour styles and gear.
Douglas would say that while these marketing strategies say “we [women] can play sports” it also states that “we must obsess about our faces… clothing brands, [and] decorating” (16). So even though most women buy clothes that fit well, they also, if they can afford it, buy clothes based on logos. And usually the “best” products are the ones that are the most expensive. Companies will zoom in multiple times on their logos during commercials in order to grasp their audience’s attention. It subtly puts the logos in our brain, which we then go out and seek in the stores. The only way for women to obtain power, according to the media, is “from consumerism and girliness” (Douglas, 31). When shopping we choose what we want and don’t want. And those who can buy the best, those of the upper-class rankings, receive unearned privileges. These Under Armour commercials use “sex and merchandising” to gain girls attention. The athletes depicted have tight abs and are sweating while only wearing a sports bra or tight shirt and shorts. When women see these depictions, they think that in order to be as fit as these athletes, they have to buy and wear Under Armour apparel.
I think Douglas would argue that the media and companies brainwashes teenage and collegiate girls into buying their products. Girls, especially teens, are the new target audiences who are walking billboards for companies.
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