Photo from elitegirljen.Last year Tennis Canada and the Rogers Cup ran into resistance from their fans for an add that stated “Come for the ladies. Stay for the Legends.” Many demanded that the ads be taken down immediately because it implied that fans should go to “check out the hot ladies, and stay for the men because those are the real athletes.” To Tennis Canada’s credit they quickly created a new poster, which read “Making history, reliving history.” This week the Rogers Cup will be taking place simultaneously in Toronto and Montreal with the Montreal poster looking like this:
Photo from Anitaivanovic.
The small circles read (in french):La Diva – Maria Sharapova – 3 Grand Slam titlesLe Charme – Caroline Wozniaki – 18 career WTA titlesL’elegance – Ana Ivanovic – 1 Grand Slam title
I just want to know WHY? The advertisement would have been fine’ish without labeling each woman as The Diva, The Charm, and The Elegance. It’s that extra effort to “feminize” that makes it so annoyingly stereotypical. If we look at the ATP poster for this year’s men’s tournament, we can see that they did not feel the need to label Rafael Nadal as The Muscle, Novak Djokovic as The Jerk (is that the equivalent to Diva?) , or Roger Federer as The Handsome. I also find it amusing that in the background of the ATP poster is a stadium packed full of fans, whereas the women have a creepy, or perhaps omniscient, and windblown Sharapova and Ivanovic watching over. There is nothing more to say about the WTA Rogers Cup add because it has all been written before. The representations are the same. The connotations are the same. The trivialization is the same. C’mon WTA – surprise me!
Photo from Family.ca