 An NFL marketing campaign tells women how to perform for men Tags: gender, gender performativity, masculinity, 00 to 05 mins Year: 2010 Length: 0:30 Access: YouTube Summary: A series of attractive women throw NFL jerseys at their partners and storm off as Leslie Gore sings "You Don't Own Me" in the background. Finally we see it is because women get their own NFL jerseys—"NFL Apparel Fit For You." These words flash on the screen as a woman models her "Fit For You" jersey for a man, who checks her out approvingly. The commercial suggests that for women, part of being an NFL fan is performing a sexualized femininity for men. Submitted By: Margaret Austin Smith
3 Comments
Tom Darling
12/6/2010 12:23:42 pm
"The commercial suggests perhaps that for women, being an NFL fan may be part of a performance for men."
Richmo Sin
1/7/2012 01:07:41 pm
What is the message we are trying to get here? Thanks for lending me your shirt. Now that I have mine, I'm going to treat you terribly by throwing it in your face? I just dont get it? As a guy, this commercial is offensive. I promise you, I wont buy these products for my wife.
Peta Malins
8/12/2014 10:02:07 am
I couldn't manage to find the clip, but sounds to me like it's the point at which 'he checks her out approvingly' that suggests it might yet again be sexism masquerading as women's empowerment in order to sell products. Also seems the ad is implying that rudeness is a form of empowerment (as pointed out above) which works to further diminish feminism. Your comment will be posted after it is approved.
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