In ancient times the Olympics were a time when all nations – all Greek nations, anyway – would put away their differences and compete in almost every human activity, from poetry to the ferocious no-rules wrestling event called pankration. Being the very best that humans could be was seen as the best way to honour the gods of Olympus. Though we’ve dropped the poetry and the blood sports, people watching the swimming or volleyball events might wonder if we’re on the way to bringing back the ancient tradition of competing in the nude. Revealing outfits – like those designed by Lululemon for the Canadian beach volleyball team – may be practical for those events, but they also shine a light on how dressing for sports can make us feel about ourselves. After all, it’s hard to feel good about your own body when you’ve just spent an hour watching the most perfect physiques in the world nearly naked.
In this lesson, students participate in a survey that will help them better understand their attitudes and perceptions regarding sports and advertising. In particular, students will focus on how alcohol companies use sports and sporting events to promote their products and influence consumers.
This winter the Olympics return to Canada for the first time since the Calgary games of 1988. For many people, the most vivid memories of that Olympiad are the colourful stories of some of the less accomplished athletes, such as British ski jumper Michael “Eddie the Eagle” Edwards and the members of the Jamaican bobsled team. It’s unlikely, though, that there will be any charming underdogs in this year’s Olympiad, as the games become more and more the province of professionals. As audiences and advertising revenues drop, however, will the professionalization of the Games spell their downfall?