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1800s: Aristocrats Catch On Always on the lookout for ways to exploit media for their own ends, aristocrats in the 1800s used personal ads to broadcast their interest in romantic engagements that seem scandalous by today's standards.An 1841 ad in the Journal of Munich tells of a 70-year-old Baron seeking a woman "between 16 and 20 having good teeth and little feet." (Well...
This doesn't happen nearly as often with men: sports brands seldom use male models as the faces of their fitness lines, instead opting for professional male athletes.It made me ask: Why do big athletic companies, like Nike, Adidas, and Reebok, often choose high-fashion models to pose as female athletes, rather than draw from the ranks of the numerous professional athletes they sponsor?Here are just a few recent examples of this happening: Bella Hadid is the face of a new Nike campaign for the Cortez sneakers, originally designed for runners in 1972; Karlie Kloss models Adidas’ fashionable performance line, Stella Mc Cartney; and Gigi Hadid plays a boxer for Reebok’s “Perfect Never” campaign.I recently read an article on Racked titled “Want to Sell Me Sportswear?Show Me an Athlete,” and it resonated with me as a professional athlete.High-fashion polish is wrong for the outdoor industry.
We need to show the grit, unconventional strength, and diverse body types required by the sports we love.I find it insulting when major brands choose fashion models instead of real athletes.That tells me they value a certain look and body type over my own skill and the fact that I actually use their performance clothing to Even on a simple marketing level, choosing athletes makes sense to me. Brands need to maintain loyalty to their products and their consumers.When I see a performance brand advertising an athlete, I want to see what those athletes actually look like—muscle intonations, powerful thighs, ripped biceps, and all. Under Armour's marketing campaign featuring Misty Copeland and Lindsey Vonn is incredibly powerful.Even Adidas has done a good job showcasing professional female climbers wearing its Outdoor line. Brand advertising should reflect a balanced, realistic view of female athletes—from grace and beauty to physical strength, endurance, and power.Hardly a week goes by without another new think piece about online dating either revolutionizing society or completely ruining our ability to have real relationships.