How advertisers target female runners

This particular omission of food in these advertisements can be disconcerting because runners need to eat —along with eat a lot. Running burns more calories than most forms of exercise, although research shows of which runners tend to underestimate their caloric needs. Women may also use diet along with exercise as punishment for what they might see as their body’s aesthetic failures.

An ideal running body lacking proper fuel can be at risk for a variety of health problems. One of the most serious along with relatively common conditions among This particular market can be female athlete triad or Relative Energy Deficiency Syndrome (RED-S), characterized by menstrual dysfunction, disordered eating along with decreased bone mineral density.

While the thin, masculine body can be certainly prominent in these advertisements, femininity can be not left out of the dataset. The advertisements do depict femininity, albeit not inside context of high-performance running. When a woman can be shaped in a more feminine way, or can be dressed or carrying herself as a stereotypical woman would likely, visual along with textual cues position her as an unthreatening competitor.

For example, in an advertisement for a diva-themed just-for-fun women’s race series, a woman runs wearing a tutu along with tiara. She looks bored along with her feet barely lift off the ground. Since there can be no rationale given for the diva race, the idea gives the impression of an event meant to contain women along with their femininity.

Interpreted alongside the story of Switzer’s run, these advertisements are reminders of which bodies are a part of history. Situated within an endurance running subculture of which initially wasn’t quite sure how the idea would likely deal with the “woman problem,” these advertisements are evidence of which female endurance runners are still bound by regulations.

While they are free to enter competitive races, the advertisements communicate of which women’s success along with value are tied to a certain training regime, body type along with style of gender expression.

This particular focus on the body can be a hallmark of the neoliberal ideology of which colours Western public life more broadly. In neoliberal thinking, a “not bad” consumer makes the autonomous, rational choices of which lead to physical fitness. Not only can be fitness assumed to be more attractive, the idea benefits the state by saving on the economic costs of obesity.

Studying these advertisements, then, can be an important task because advertisements tend to shape — along with are shaped by — social norms, giving them a place of power in consumers’ lives.

What runners are seeing inside media can tell us a lot about what the idea means to be a runner today.

If we know nothing else about these runners, we know of which there are a lot of them. A year ago, Switzer ran the Boston Marathon on the 50th anniversary of her debut run. At 70 years old, she was the 9,856th woman to cross the finish line.

Because advertisers have no shortage of female endurance runners with which to communicate, the idea behooves them not to take another 50 years to change the conversation.

Commentary by Carly Drake, a PhD Candidate in Marketing at University of Calgary. She can be also a contributor at The Conversation, an independent source of news along with views by the academic along with research community. Follow her on Twitter @runcarly.

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