Women in society were beginning to gain status in the work force giving them a sense of accomplishment, individuality, and power. At the time, this newfound status of women was not being conveyed in advertisements. Women were also seen as sex objects with no personality or individuality. These sexually exploitive ads are popular in all realms of the media. Ryka Power Through advertising, the muscular female athlete has emerged.
Women continue to strive for equality, especially when it comes to sports and physical strength.
Athletic prowess is important for these female athletes, but at the same time they strive to maintain their femininity. Being a woman is an important characteristic and should not be ignored when advertising products specifically for women. Women are trying to maintain the image of femininity in athleticism, and establish themselves as worthy competition. The tone of female athletes within advertisements is also important to note. In portraying male athletes humor, bantering, and laughing are used, while female athletes are more serious.