MOZA GEBRINA RIZKY SALSABILAH, - (2022) The Empowerment of Female Basketball Athlete in Challenging Stereotype in Basketball : A Semiotic Study On Adidas Advertising Campaign “I'MPOSSIBLE – IMPOSSIBLE IS NOTHING,” with Asma Elbadawi (2022). Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

"I'MPOSSIBLE–IMPOSSIBLE IS NOTHING" in the latest Adidas campaign has recently made a new movement that tends to women. This research aims to reveal how the empowerment of female basketball athletes in challenging stereotyping issue represented in AdidasAdvertising Campaign “I’MPOSSIBLE –IMPOSSIBLEIS NOTHING,” with Asma Elbadawi(2022). Adidas Advertising Campaign entitled “I’MPOSSIBLE –IMPOSSIBLE IS NOTHING,” with Elbadawi version (2022) is an advertising campaign depicting Elbadawi as a female basketball athlete who wears a gown and hijab and plays basketball on Torensluis Bridge at night. To pursue this research's aim, qualitative method and semiotics approach was used. The advertising campaign then was analyzed with theory woman empowerment in sports by Jennifer Smith. The analysis results revealed that the empowerment of female basketball athletes in this advertising campaign only focuses on woman's appearance, such as outfits and accessories. Besides, the challenging action conducted by Elbadawi in this advertising campaign is only symbolic through her hijab and gown. Thus, it can be concluded that this Adidas advertising tend to be feminine stereotyping regarding to the symbols over female athlete. In addition, it still consists paradox of empowerment which aims to commercialize the products due to female athlete’s appearance, not their skills in basketball.

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