Samantha Jones
Role at the time: Western University psychology researcher, co-author with Jamie Hong Chow and Noah Eliot Vanderhoeven
Condemned
Statement summary
The authors say the ad captures two troubling trends: routine sexualization of women's bodies in digital media and gambling companies' use of sexual appeal to target young men.
“The ad captures two troubling trends: how routinely women’s bodies are sexualized in digital media and how gambling companies use sexual appeal, and the implied promise of romantic or sexual reward, to target young men.”
Open source (opens in a new tab)Advertising like Sydney Sweeney's Novig campaign teach women to see themselves as objectsOpening argument and discussion of objectification
Why we used this label
The matter under scrutiny is Novig's sexualized sports campaign. The co-authors criticize its use of women's bodies and its appeal to young men.