Thanks to the Women's Studies class I'm taking this semester, I've been majorly interested in representations of women in the media lately, particularly in ads, and how different companies successfully or not-so-successfully market their products to the female. While blog-surfing I hit upon a site called Jezebel, a site for women about current fashion/celebrity/sex issues and one article really impressed me about Nike's latest campaign for its fitness clothing line. I have to admit, I have been a fan of Nike Women's campaigns for a while now. They always seem to get it right when it comes to linking qualities of strength, power and health to women - something other brands seem to fail at, or traditionally only associate with men. Their latest campaign features a bunch of top female athletes doing what they do best, with a major focus on ideas of "success", "strength" and "victory" - you won't see any skinny girls strutting around on catwalks or sexually pouting at the camera. This kind of campaign can appeal to any woman, and doesn't encourage a fantasy to be model-thin or that you are only worthy if you are beautiful. The focus is on doing your personal best and having a healthy body. It's a great message, nice one Nike! And very smart too, cuz now you've sucked us in to buying your product!! God damn you advertising genuises!
Above: Nike empowers.
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