There you are, sweat dripping down your face, your body aching from pain from just coming off the practice field or from weight-lifting, and then there it is. All you see is the light blue drink with the bottle that is clearly recognizable in shape. You know what is without even looking at the label on the bottle. Every athlete knows that the bottle is a Gatorade bottle because of the shape and color of the product. But why is that? According to Gatorade.com, “it was developed in the summer of 1965 for the University of Florida Gators in hopes to replace key components lost when players would sweat and exercise.” Once the Florida football players starting drinking Gatorade they began winning. Needless to say the product gained popularity, “now
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The one consequence that jumps out, is that female athletes are now getting deprived socially of their feminine side. Burr (1995), in his book An Introduction to Social Constructionism, argues that identity is socially constructed by our experiences and peers (pg. ). Female athlete’s identity is now being molded in a way to be socially accepted by everyone. When viewers now see Gatorade commercials, they are socially constructing an identity that all female athletes will have to act in a masculine manner. Now females are and will be expected to act manly if they want to succeed in their respective sport. Yes, Gatorade is allowing women to have the spotlight in their recent advertisements but Gatorade still wants women to follow that masculine manner that Gatorade wants to keep. Why is it that Gatorade so desperately wanting to keep their product a masculine product? Kidd (2014), demonstrates a concept in his recent book, Pop Culture Freaks, why Gatorade is so set on keeping their product masculine. Kidd (2014), explains that producers and directors have a strong influence when it comes to promoting a message to the social world (pg. 14). After doing some research on Gatorade.com, I found results that would in fact back up Kidd’s idea. Gatorade’s marketing team is primarily made up of men. Could this be the reason Gatorade is continuing to be masculine even with women at the forefront of their
The one consequence that jumps out, is that female athletes are now getting deprived socially of their feminine side. Burr (1995), in his book An Introduction to Social Constructionism, argues that identity is socially constructed by our experiences and peers (pg. ). Female athlete’s identity is now being molded in a way to be socially accepted by everyone. When viewers now see Gatorade commercials, they are socially constructing an identity that all female athletes will have to act in a masculine manner. Now females are and will be expected to act manly if they want to succeed in their respective sport. Yes, Gatorade is allowing women to have the spotlight in their recent advertisements but Gatorade still wants women to follow that masculine manner that Gatorade wants to keep. Why is it that Gatorade so desperately wanting to keep their product a masculine product? Kidd (2014), demonstrates a concept in his recent book, Pop Culture Freaks, why Gatorade is so set on keeping their product masculine. Kidd (2014), explains that producers and directors have a strong influence when it comes to promoting a message to the social world (pg. 14). After doing some research on Gatorade.com, I found results that would in fact back up Kidd’s idea. Gatorade’s marketing team is primarily made up of men. Could this be the reason Gatorade is continuing to be masculine even with women at the forefront of their