Flo-Jo is created as a sexual object and her athletic talents are minimized. Codes for sexuality ooze from every single page of sports ads. There is very little difference between ads in fashion magazines, sports magazines, and pornography. The female body is trapped within male ways of looking. John Berger describes this as the male gaze.
Men look at women.
Women watch themselves being looked at. The women s bodies are photographed in certain ways to facilitate the male gaze and emphasize female sexuality. They are placed in unnatural poses, such as bent over or completely layed out, both standard porn techniques, to create these lines. Notice the similarity between the Playboy spread of Cindy Crawford and the TYR swimwear ad. Also the clothes these women are pictured in helps facilitate the male gaze.