Advertising in Rugby Union – A University of Bath Undergraduate Research Project

Example from the ‘England is All’ 2013 Canterbury Campaign Image taken from www.canterbury.com/jointhelineup

In October this year, England Rugby launched their new kit to be worn in the upcoming Autumn Internationals and 2014 Six Nations. It included a combination of heritage and traditions dating back to 1871, however, it included a notable modern twist – a midnight blue detailing on the home shirt’s cuff to complete a patriotic Red, White and Blue aesthetic.

The kit launch acted as a continuation of Canterbury’s ‘England is All‘ campaign. A proclamation of honours to the entire rugby family from grass roots to elite level.

The Research
The purpose of this research project is to investigate how this campaign is consumed by its female participants, in terms of its representation of the game itself and the bodies within it. I want to focus on the ideals that it embodies and whether these pay dividends to a holistic rugby family or whether these cause harmful discourses that influence societal norms and thus, stereotypes.

I want to hear the opinion of female rugby players! Regardless of whether it is a few words or a paragraph, please follow the link below to a page where you will come across more images and the ‘England is All’ campaign video. Take a few minutes to study these and think about the ideals they are trying to promote and how they have made you feel and think, especially in regards to your body image in rugby. Please then provide your comments and interact with other participants.

By clicking the link below, you give your permission, on a voluntarily basis, to be involved in the study. You have understood the purpose of the research and the research procedure and how you will be directly involved in this. Any information you provide during the course of the research will stay on the internet and be publically accessible, however, your identity will remain anonymous throughout the data collection and data analysis. You have the right to withdraw from the study at any time.

Click Here

If you have any questions, please feel free to contact Mickey mj306@bath.ac.uk.