COP presentation

Note:
After looking at sports branding last year I noticed that a lot of it mainly focused on targeting men. I wanted to investigate this and see if men and women are treated differently in the sports industry/ sports branding and whether or not this has an impact on the amount of exercise women do.

Many newspaper articles can be find that comment on sexism in sport.
As well as this a lot of the statistics and research into women taking part in sport suggests they are less active than men, what is the reason behind this?

I decided to look at This Girl Can a big campaign launched to encourage women to exercise despite its success it is actually very sexism and offensive. It attempts to glamourise women and objectifies them.

A big chunk of my initial research was dedicated into finding out why gender stereotypes are formed and they psychology behind this.

The quote I found most offensive from The This Girl can campaign is 'sweating like a pig feeling like a fox' which suggests that even when women are exercising they have a desire to be sexy. This would never be used on a campaign that focused on getting men into exercising so why is it used for women?