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The Presence of Feminist Ideologies in Women's Athletic Advertising



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Despite her upbringing in the United States, Gu Jianlin, a female Chinese-American athlete, made the decision to represent her mother's country, China, at the Olympic games. Her decision surprised many Americans, especially because it was a time of tension between the two countries. Many considered her a traitor. The choice to represent her mother's country was an unpopular one, and society treated her differently than if she had remained in the United States.

Feminism

This study explores the presence of feminist ideologies within women's sports advertising. Although the sample size was small, it could provide insights into the female athletic audience as well as the role of feminism when marketing athletic products. It might inspire additional research. However, it is possible to draw more reliable conclusions with a larger sample. Further research could also help to explore the relationship between feminism and athletic values.

Size

The beauty and strength of Asian female athletes is often the focus of news reports. This kind of commentary has been a consistent feature in Asian-American Olympics coverage. Despite the stereotypical image, Asian-American athletes excel in many other sports.

Fragility

Asian American women have been making their way to the Olympics, and they've been scrutinized by fans and the national team. Zhu Yi, a Chinese-born athlete who fell during the team event, is one recent example. Zhu gave her American citizenship and competed for China. She "stole” the place from a Chinese athlete.


Color

It is not easy to find Asian women athletes in sports. Despite the fact that most American female athletes are white, some Asian women have excelled in sports. Chinese athletes have been the most prominent and successful in sports dominated by non-Asians. But there are also several Asian women who have been unlucky, despite their extraordinary talent and drive.

Status

Asian female athletes are increasingly visible and prominent. They have won medals at Olympic games and international competitions. They are role models, diplomats, and often speak out against injustice in their personal and professional lives. We are proud to present seven Asian female athletes in this issue of Vogue Singapore.

Race

There have been long-standing stereotypes about race, especially when it comes to competitive sports. In particular, Asian athletes have been portrayed as fragile, weak, and biologically unsuited to modern sports. Despite these stereotypes, Asian women are now well-known in the sporting arena and are often featured in news stories. These stories often feature athletes' psychological and physical strengths.



 



The Presence of Feminist Ideologies in Women's Athletic Advertising