Lindsay C., Christie W., and Dolores R. sent in an ad for the Rogers Cup as well as the Rogers Legends Cup (a new event that isn’t specifically named in the ad) that succinctly sums up the tendency to downplay female athletes’ achievements and treat them as less serious athletes than men. You might come to watch the “ladies,” but it’s the men who are the legends you should really stick around to see (via Feministing):
After a number of complaints, Tennis Canada released an apology and a revised version of the ad (via The Maddow Blog):
Really, it’s possible to advertise both men’s and women’s events without appearing to belittle one of them. It’s not that hard.
Comments 21
ja — July 15, 2011
I find this one interesting, in part because I didn't read it that way at all. I definitely took it as come for the real tennis (the women's tourney) vs. stay for the exhibition tennis (the legends event). Not to say that those who found this belittling were "wrong" because I now definitely can see that reading as well. But it just wasn't what I saw initially.
I also think it's worth pointing out that tennis is one of the sports that has made the biggest attempts to work through things like this openly. See for example, equal prize money in the Grand Slam events.
And, fwiw, this particular event rotates annually with the "main event" being a women's tourney and the "legends" being for men (as is the case this year), then is reversed the next. So questions about why the "legends" are men only (as came up quickly in the Maddow blog comments) is simply a matter of that rotation.
Yrro Simyarin — July 15, 2011
Look, I love women's sports, Serena Williams is an *incredible* athlete, and I watch women's tennis all the time...
But their accomplishments are *not* at the same level of the legends listed in this ad, largely because they would not be competitive on the same court. Serena would probably be a top 100 or top 50 player in men's tennis, but she would not have won multiple Grand Slams. Men's professional tennis is the height of human achievement in tennis. Women's is more like an NCAA level - great competition, great athletes, and good sport - but not on the same level. I find it somewhat ridiculous that we acknowledge this publicly and structurally by making it a separate league, while finding it completely inappropriate to actually say or imply it (even accidentally).
As an aside, when I played in high school the team was co-ed, and I had my ass handed to me by really high level girls all the time. Tennis at that level is much more about technique and experience than pure physical speed and power, and girls who take the sport seriously are very competitive. It's great fun, and one of the things I love about tennis. But this just doesn't physically hold true at the higher, professional levels, and it doesn't make sense to pretend it does.
EDIT: Ja has a very good point, that this wasn't even intended for this poster - the old guys are an exhibition match, and are legends of the sport. Unless you consider the term "ladies" inherently diminutive and offensive.
Luna — July 16, 2011
They're still showing the "Come for the Ladies, Stay for the Legends" ad here as of last night (July 15). I gaped at the TV and said to my husband, who regularly watches women's tennis but finds men's boring, "Did you just see that?!" He said, "Yeah. They're not even being subtle about it anymore. That's awful!"
I. — July 17, 2011
Maria Sharapova and Serena Williams are still active on the professional tennis circuit. Andre Agassi and John McEnroe are celebrated, retired players; they've earned the legend card. Sharapova and Williams will also probably be referred to as legends after they retire, especially Serena, but to refer to them as legends right now would be a bit much for an advertising campaign.
You know, at least the ad didn't say "Come for the ladies. Stay for the men." Or even worse,"Come for the hot women in short skirts. Stay for the actual tennis players." I don't think it's that bad. I'm actually surprised they changed the ad, but I do think the revised version is more equally respectful to all four players.
Erin Durant — July 18, 2011
Did anyone see the television ads with this slogan? They were way worse. They ended with the women with their backs turned to the TV, looking over their shoulder, just holding a tennis racquet. The men, meanwhile were in intense tennis shots. What a joke.