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Visual Rhetoric - Visual Culture - Pedagogy
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yes, but...
The fact that it's hard to unpick the point of these ads is a real issue - if it's not clear, consumer's won't take time to think! However, the real problem for me is in the way sports bras are portrayed as being the preserve of tough athletic women. This imagery was, until very recently, core to the marketing of performance sports bra brands. The problem is, that the sort of women that this imagery appeals to are likely to be the ones who know the most about sports bras, the need for them, and which to buy. The recent, and very welcome, trend has been towards encouraging wider uptake of the products through softer imagery - portraying the bras as part of a modern, enjoyable (and sexy) lifestyle, where a broad range of women can enjoy participating in sport.