The Issue of Gender Equality in the Adidas Advertisement

Pushing boundaries to capture target audiences and to gain recognition are crucial for selling products at this day in age. Advertisers use a variety of different methods and communication tools to execute the broadcasting of their products. The purpose of these methods is to attract attention, engage minds, trigger emotion, and change what people think. For instance, an Adidas advertisement starring Laila Ali certainly appeals to a specific type of person, namely young adult women. Although the inspirational attraction of this ad may be charismatic enough to appeal to all viewers; in the middle of the ad, it is stated in bold letters: “Impossible isjust a big word thrown around by small men who find it easier to live in the world they’ve been given, than to explore the power they have to change it” — which enables a gender divide.

It is implying that the word, “impossible”, is said from the perspective of men who usually aren’t aware of their own advantages received solely because they are males.

Women have been battling for equality with men for centuries.

Whether they are struggling for equal rights, voting privileges, or even equal job opportunities — women have had to fight for the respect that they deserve since the beginning of time The battle of equality in male and female athletics has been a problem for many years. Male sports have been accused of receiving better recognition, having more playing opportunities, receiving higher salaries, and attracting extra media coverage. The encouraged memo of this ad is that with the aid of Adidas products, regardless of one‘s gender or circumstances, possibilities are endless Although Laila Ali is the daughter of one of the greatest athletes of all-time — Muhammed Ali, Laila had a dominant career in female boxingt Traditionally, boxing is viewed as a male-dominant sport.

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However, Laila Ali followed in her father‘s footsteps and dominated the sport of boxing — which then allowed her to expand her career.

Ultimately, the purpose of this ad is to engage the minds of its viewers through the power of inspiration — to show that everybody has what it takes to prosper within their craft — and Adidas provides the tools necessary to do so. Adidas, through the story of Laila attempting and achieving what once seemed like impossible goals, hopes to inspire people to think about their own obstacles, and how to overcome them. The idea is that the attempt is worth the effort, and Adidas wants to be the product that the consumer is wearing while attempting the impossible, regardless of the outcome. At first glance, what stuck out most to me was the setting displayed in this advertisement. Even though Laila had worldwide recognition as the dominant force within her sport, she appears to be training in an amateur gym.

The boxing ring, the brick wall and Laila are all of what are visible in the photo, displaying that every journey must begin somewhere, and every individual is fully capable of fulfilling their goals Laila‘s eyes are piercing and she is gazing off into the darkness that is concealing her opponent’s corner. This creates room for the viewer to put themselves in Laila’s position to distinguish what their own opponents or obstacles may be that must be conquered to achieve the “impossible” — a word that is often redefined in this ad in the form of anaphora. There is a constant contradiction when the word, “impossible”, is being mentioned, which implies that the word only has power if the viewer allows it to effect themselves, this advertisement is heavily reliant of the use of ethos appeals. Gender equality is still a very controversial topic that will always attract attention and trigger emotions from consumers. These methods work to indicate that the target audience for the Adidas advertisement, is primarily young women, to whom this message will be connecting to most.