Olympic Athletes and Heroism in Advertising: Gendered Concepts of Valor?

Abstract

This analysis of television advertisements aired during NBC's telecast of the 2000 NBC Summer Olympics examined advertisers' use of Jungian-based concepts of heroism and gendered concepts of heroism. Using traditional archetypes of heroes—the Innocent, Orphan, Martyr, Wanderer, Warrior, and Magician—the study analyzed commercials featuring Olympic athletes. Findings were that male and female athletes were equally portrayed as Warriors. However, male athletes were more likely to be portrayed as preparing for and doing battle successfully while female athletes were more likely to be celebrated for their athletic skills and achievements.