During the 2023 FIFA Women’s World Cup, the telecommunications company Orange ran a powerful TV ad. It depicts the graceful agility and dramatic goal-scoring shots from French national players such as Antoine Griezmann, Kylian Mbappé and Olivier Giroud.
Then comes the catch. After about a minute, the viewer sees that the highlights had been artifically modified: All of the players were actually from the French women’s national team.
During the 2023 FIFA Women’s World Cup, the telecommunications company Orange ran a powerful TV ad. It depicts the graceful agility and dramatic goal-scoring shots from French national players such as Antoine Griezmann, Kylian Mbappé and Olivier Giroud.
Then comes the catch. After about a minute, the viewer sees that the highlights had been artifically modified: All of the players were actually from the French women’s national team.
The ad seeks to push back on a common criticism of women’s sports: that female players aren’t as entertaining as their male counterparts, and the action is less exciting than it is in men’s sports.
In our recently published study, we decided to put this notion to the test. We obscured the gender of soccer players and asked participants to rate the performances of the athletes they viewed.
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