I was at the gym training today and watched the SuperSport channel on one of the TVs. I found it interesting and amusing that during an advert for SuperSport, they showed a shot of a woman's cleavage. It was one of those fast paced ads of quick moving action sport moments: from F1 to soccer goals, rugby tries, surfing, mountain biking, fans going wild, cleavage extreme close-up, Lewis Hamilton, Ronaldo, Tiger Woods, SuperSport logo. The way you only see that shot for a second subtly associates sport with sex appeal and ladies. Given the predominantly male viewership I was just interested by this predictable insert and wondered how many people noticed it and how many it reached without them actually taking it in.
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