Human Currency

I find this commercial interesting for the manner in which it objectifies Olympic athletes by equating them with the mechanized process by which money is created. Most astounding is the absolute lack of shame with which this commercial depicts people as equivalent to cash in the Olympic context. While ostensibly attempting to express how much Canadians value their athletes, the ad’s visual message serves to objectify and dehumanize the Olympians, unintentionally offering a critique of the manner in which the Olympic culture industry transforms athletes into human capital.


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