IT shows the sport of surfing in a
new and sexy light but an online advertisement for a leading surfwear
brand has attracted criticism for its "sexploitation" of women.
In the video, a young woman is shown half-naked on a bed. The
camera pans slowly up the topless woman's tanned legs and focuses on
her body as she checks her phone and dons only a white shirt - which is
provocatively dropped to the floor as she enters a shower....Read more and see video:
dailytelegraph
ASC Australian Sports Commission
Various terms have been used to describe the sexualising of athletes, of which the most common is sexploitation. While it is a term that can be applied to both men and women, the
form of promotion identified as sexploitation is primarily of concern to
female athletes. Sexploitation applies to forms of marketing, promotion or attempts to
gain media coverage which focus attention on the sexual attributes of
female athletes, especially the visibility of their bodies. In a context
of sexploitation, the value of the female athlete is judged primarily
in terms of her body type and attractiveness, rather than for the
qualities that define her as an athlete. This creates an ironic situation for elite athletes. In order to
attract media and sponsor interest, many female athletes resort to
marketing themselves or their sport for their ‘voyeuristic potential’.
However, if this approach is successful, the increased interest is not
on their performances and successes, but on their sex appeal. It is acknowledged that both sexploitation and a need for sponsorship
are not limited to (elite) female athletes. However, the issue is less
contentious for men’s sport as it has far greater media coverage,
greater sponsorship, and society in general still views sportsmen in a
different light to sportswomen.
—
http://www.ausport.gov.au/participating/women/resources/issues/sexploitation
Sexploitation Definition: Sexploitation, or "sex-exploitation," describes a class of independently produced,
low-budget feature films generally associated with the 1960s,
and serving largely as a vehicle for the exhibition of non-explicit sexual situations and
gratuitous nudity. The genre is a subgenre of
exploitation films. Sexploitation films were generally exhibited in urban
grindhouse theatres, the precursor to the
adult movie theaters of the '70s and '80s that featured
hardcore content. The term
soft-core
is often used to designate non-explicit sexploitation films after the
general legalization of hardcore content. Nudist films are often
considered to be subgenres of the sex-exploitation genre as well.
"Nudie" films and "Nudie-cuties" are associated genres.
http://en.wikipedia.org/wiki/Sexploitation_film
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