Advertising like Sydney Sweeney’s Novig campaign teach women to see themselves as objects

By Samantha Jones, Researcher, Department of Psychology, Western University
Jamie Hong Chow, PhD candidate, Department of Political Science, Western University
Noah Eliot Vanderhoeven, PhD, Political Science, Western University

In a recent advertisement for Novig, a U.S. sports prediction market and trading platform, actor Sydney Sweeney appears nearly nude, using sports equipment as props to cover various parts of her body.

The visual plays on the campaign’s tagline — “Just Sports” — and hints at the idea that, unlike other platforms, Novig doesn’t offer betting…

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