The print advertisement is created by TBWA for the Women's Chess Olympiad Team, called Equipo Olímpico Kuña Arandu, of Paraguay. The full page ad depicts four dapperly dressed women wearing suits as they play a game of chess inside a regal private library. Dark mahogany shelves line the walls of the library from floor to ceiling. The shelves are lined with books which sets an elegant backdrop for the women. The bottom half of the image depicts two women in a serious game of chess as two others observe. The two seated players wear stern expressions of focused intent. The observers seem content with the implied tension of the games progression. The intensity of the game is understood as the player on the left has her hand extended with an expression of certainty as she decided her next move. Her opponent on the right is slightly hunched over in expectant defeat. Her hand is raised at the frame of her glasses, as if to get a better look. The nearest observer holds a glass of dark liquor as she observes in silent content.
The advertisement is intended to be a call to action in support of the “gentlemen” pictured to represent Paraguay in the Olympiad for Women's Chess. The intended audience is towards modern women and supporters of women in chess. This advertisement deals with chess which is a traditionally male-dominated sport. The characters in the image are real athletes that compete in the Olympiad which was a deliberate way to empower readers by appealing to women through a positive portrayal. The ad appeals to the target audience by presenting a favorable portrayal of modern women as active participants rather than an objectified model
who is simply there as a decorative...