Controversial new advert promoting women’s basketball league slammed as sexist
A CONTROVERSIAL new advert for the Argentine women’s basketball league has been slammed as sexist.
The video, which was released to promote La Liga Feminina, sparked outrage after featuring a gorgeous model rather than real sportswomen.
A promotion video featuring a model to promote a women’s basketball league has been branded sexistCEN
Instead of showing footage of women playing basketball, the advert instead focuses on one particularly attractive model in hot pants and a crop top with a variety of close-ups of her body.
In fact, other than occasionally bouncing the ball, at no point during the commercial is the woman shown actually playing basketball.
And the video, which has now been watched over 73,000 times on social media, has also been criticised for the lecherous tagline "You will feel like following it".
Sports fan Cecilia Guithart commented: "As a woman and a basketball lover, I do not really like this kind of publicity for the female league.
The model featured in the video for La Liga FemininaCENThe woman appears not to be much of a basketball player in the promotional video leading many to question how she even promotes basketballCEN
"It seems more like propaganda for new shoes with a perfect model rather than an invitation to see good basketball played by real women."
Furious Cie Martire added: "This is an advertising campaign to promote women's basketball? Inconceivable concept.
"I find it outrageous that they have invested resources in giving a message that is damaging to the sport that they are trying to promote."
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A video has circulated of a model advertising a women's basketball league as she appears in a playground on her ownCEN
Another of the comments, which are in their hundreds, was written by ‘Mauro Nicolas Cobello’, who said: "Too bad the advert is sexist - that's the furthest thing from the sport and its values.
"The creation of the league was a great idea... but this publicity leaves much to be desired."
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