In this Under Armour basketball shoe advertisement featuring National Basketball Association player Stephen Curry, Under Armour portrays the idea of masculinity with vibrant futuristic elements, such as being athletic, skilled, fast, and determined to win and achieve success. Although the manufacture of the shoe is marketed toward men, however woman can purchase this product for themselves to achieve the same. This definition of Under Armour is achieved through the reputation of Stephen Curry. It is also achieved through the body language of Mr. Curry, and the overall setting of the advertisement. In this advertisement Stephen Curry defines masculinity as being a leader, demonstrating exceptional talent, and being successful. As a point guard for the Golden State Warriors, Stephen Curry is their main leader and a role model. Mr. Curry has carried the Golden State Warriors in many game situations, resulting in a win every time he was on the court. Mr. Curry is known for his talent of knocking down buzzers beaters, slashing through opponents to get the score. One of Stephen Curry’s best talents is his ability to knock down treys at any moment given. Despite being talented, Stephen Curry is also a very successful player. He …show more content…
His explosiveness and athleticism depict Under Armour as a masculine shoe. In the advertisement, you can see Mr. Curry’s facial expression is displaying a hunger, a sort of “wanting” to succeed with a determined will. His stance is very active, as if he’s getting ready to cross up a defender and capitalize with a slam. Stephen Curry’s facial features represent masculinity, it makes him appear more mature and wise in the advertisement. His eyes look very focused and gazed on a target while he is in an active pursuit towards the goal. In the advertisement, Mr. Curry’s physique is well maintained, he is very slender and has lean muscle, with no fats