1. RESEARCH QUESTION
How are men and women portrayed in sports branding and how does this influence their attitude towards exercise?
2. RATIONALE (Why do you want to research this topic? What impact will this have on your practice?)
I want to look into how women's sports equipment is very feminine, pink and light where as men's is very bulky, thick and dark. As well as the ways in which brands tailor their ads to different genders mainly lots of dirt and sweat where men are involved and delicate yoga moves where women are concerned.
3. CONTEXTS (What are the immediate contexts in which your theoretical and practical research will be situated? Political? Social? Technological? Aesthetic? Cultural?)
Social
4. THEORETICAL APPROACH (Identify no more than two potential theories that will help structure your research – must be appropriate to the theme/question)
2. RATIONALE (Why do you want to research this topic? What impact will this have on your practice?)
I want to look into how women's sports equipment is very feminine, pink and light where as men's is very bulky, thick and dark. As well as the ways in which brands tailor their ads to different genders mainly lots of dirt and sweat where men are involved and delicate yoga moves where women are concerned.
3. CONTEXTS (What are the immediate contexts in which your theoretical and practical research will be situated? Political? Social? Technological? Aesthetic? Cultural?)
Social
4. THEORETICAL APPROACH (Identify no more than two potential theories that will help structure your research – must be appropriate to the theme/question)
Feminism & masculinities
5. METHODS (Secondary: theorisation, semiotic analysis, textual analysis, content analysis, discourse analysis / Primary: surveys, interviews, focus groups, observations)
Surveys focusing on people who go to the gym and why as well as those who are put off any why, observations of attitudes towards sports brands potentially looking how people interact with brands in sports shops etc.
6. PRACTICAL OUTCOME (what do you plan to produce/develop?)
5. METHODS (Secondary: theorisation, semiotic analysis, textual analysis, content analysis, discourse analysis / Primary: surveys, interviews, focus groups, observations)
Surveys focusing on people who go to the gym and why as well as those who are put off any why, observations of attitudes towards sports brands potentially looking how people interact with brands in sports shops etc.
6. PRACTICAL OUTCOME (what do you plan to produce/develop?)
Ideas:
A gender neutral sports brand suitable for both men and women to use.
A campaign encouraging both men and women to exercise, not just one gender or the other
7. RESOURCES (what resources will you need to access?)
Library,
8. SUMMER READING LIST (find 5 books that you will endeavour to read in preparation for CoP3 - related to either 3 or 4 above)
1.
Branded: Branding in Sport Business
2.
Advertising: Some Restrictions Apply
3.
Sexual Sports Rhetoric: Global and Universal Contexts, Volume 1
4.
The Gender of Branding: Early Nike Women's Advertising a Feminist Antenarrative
5.
Good sport: The relationship and effectiveness of branding and sport
6.
Gender and the media
9. TIME MANAGEMENT (Plan of actions from now until 14th Dec 2018)
SEPERATE BLOG POST
2. BRIEF
Write a project brief to accompany your CoP3 proposal. You will be expected to be working on your practical work alongside your written work and accessing supervisor feedback for both parts of CoP3. Write a project brief now to avoid procrastination and other potential issues. The brief will inevitably be subject to changes but having a stable starting point will be beneficial.
TITLE
Encouraging men and women to do more/ a broader range of exercise.
OUTLINE OF THE BRIEF
Many stereotypes exists within the sports industry, for example football is seen as a mans sport where as yoga and pilates are seen as female activities. The campaign aims to break these gender stereotypes and make all sports socially acceptable for men and women.
BACKGROUND
Look at how men and women are represented in existing sports branding
Look at facts and figures in terms of what sport is most played by each gender
Look at gender stereotypes
DELIVERABLES
A campaign encouraging men and women to try new sports
A poster
An information leaflet
MANDATORY REQUIREMENTS
A final outcome
6 x design boards
evidence on blogs
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