Long, flowing hair. Clearly beautiful. At the center of this poster’s story is an ambiguous relationship between a woman and a ball. Something about this reminds me of the association of women with “the land.” The beautiful game is beautiful, we are reassured, even when women play it. Especially if they have long flowing hair. Isn’t the poster beautiful? It’s is! Because I can’t see anything good in anything that FIFA does, I am a wee bit afraid of this:
So some things to celebrate. No ponytail, for example. Some things to furrow one’s brows over: no image of a woman in action.
A reminder of how the men’s game is pictured:
Not only are players figured into the design above; they are figured into the design as in competition with each other. It would be interesting to see a similar gesture applied to representing the women’s game—but, from an advertising/marketing perspective, this is one of the “no-go” zones in the women’s game. Women competing directly against each other, physically challenging each other? Not as pretty as flowing hair, pretty eyes and high cheekbones.
That said, the 2015 Women’s World Cup has the best World Cup mascot ever. EVER. Someone please make me a lucha libre version of this: