Nike’s “My body” Campaign Essay - 1426 Words

Real Beautiful Woman â€Å"If you have a body, you are an athlete,† said Bill Bowerman. (Nike.com) In the world of advertising, the mass media provides images of the right men and attractive women and attempts hereby to impose the ideal image in the minds of society. By showing Nike’s strategy involving transforming traditional patriarchal images and stories into images of female authority that are socially acceptable to its intended consumers. These pictures of Nike’s â€Å"My body† campaign in 1995 looks into what a real women is through intertextual and picture analysis to get a look into the womans deep emotions about body image and make that beautiful, confident, and high esteemed Nike woman a desirable woman to be. I will be focusing on the†¦show more content†¦In spring of 1972, the first shoe with the NIKE SWOOSH was introduced. (Nike.com) Nike released â€Å"My Body† branding campaign in 1995, as an extension of an early 1990s If You Let Me Play campai gn. In 1995, these pictures featured the six different body parts of a woman, from shoulders to thighs. Beside each body, part reveals is some type of abstract artwork and some insecurity many women have about their body parts My shoulders arent dainty, My knees are tomboys, My butt is big, etc. Then below that, text lays more words that directly describe how the Nike women feel, happiness with their imperfectly perfect body parts. This media creates a stereotype of the society, which the women is generally subject of a specific segmentation into gender stereotypes or society clichà ©s’, an image, which mustn’t correspond in reality to their own personality. American society see them every day and everywhere: women that are promoted in a way only the legs, bottom and breasts are encouraging consumption, by promising good fortune. (Ioan, 45) I HAVE THUNDER THIGHS. AND THATS A COMPLIMENT BECAUSE THEY ARE STRONG AND TONED AND MUSCULAR AND THOUGH THEY ARE UNWELCOME IN TH E PETITE SECTION THEY ARE CHEERED ON IN MARATHONS. FIFTY YEARS FROM NOW ILL BOUNCE A GRANDCHILD ON MY THUNDER THIGHS AND THEN ILL GO OUT FOR A RUN. First, this ad plays off the ideology that women should not have bigShow MoreRelatedEssay on Promotion of Nike vs. Adidas1745 Words   |  7 PagesNike company lore, it was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, â€Å"You Nike guys, you just do it.† Then the brilliant slogan came about. Nike continues to lure customers with a marketing strategy centering around a brand image which is attained by th distinctive logo and advertising slogan. 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