This image has emerged for two reasons- the rise in the feminist movement and the rising popularity of female athletics. A major stepping stone in widening women's market in advertising was the media coverage of the Centennial Olympics. Not only was attention on the women's gymnastics in the 1996 Olympics but also on sports traditionally dominated by male athletes. For example basketball, softball, and soccer heightened a sense of pride of being not only an athlete but also a woman. Equality among sports coverage in the media helped to provide female viewers with athletic role models.
Advertisements target young girls by promoting self-empowerment and participation in sports.
This leads to the second category of self-concept and the idea that women are in control of their own lives. The third category is the concept of giving women the power to be an athlete but also a woman. Marketing techniques such as these have been so successful because they represent key issues currently facing women in society. Related Sites Women in Advertising Words of Wisdom-comments by supermodels Positive Role Models for Young Women Eating disorders and body image are a major preoccupation of young girls in our society today. They are constantly comparing themselves to unattainable images of Kate Moss and other super models.