Make Yourself - Nike Ad

Today’s lecture about advertising showed multiple ads that effect people on an emotional level. One ad that struck a chord with me was the one about Coca Cola with comparing guns, violence, and tanks, with baking cakes, stuffed animals, and birthday candles. It was very ironic to see some of the worlds worst problems compared to everyday household items or rituals. This reminded me of a research project that I wrote about last year.

In Nike’s ad called “Make Yourself” they portray the image of strong women, building strength and showing what make’s those women proud, shine, and hot. What Nike refused to show the audience is that they are degrading women in Third World countries and creating an environment where they can’t be strong women outside of the Nike sweatshops.

Nike attracts an emotional appeal of the commercial using the athlete’s quotes and using it as empowerment. They use it against the Nike equipment and apparel with an underlying emotional message; “Rain or shine I push myself to the limit everyday” – Julia Mancuso. Empowerment of women is the message.  Throughout the commercial, we see shots of women working out to get physically and mentally stronger. They are athletes, needing to stay in shape to achieve their future goals. With the use of the athlete’s quotes and the impact of “I’m making myself (fill in the blank), either proud, shine, or hot, the women are determined and strong. The music in the background also empowers them because it is all about finding the fire within you, that you can ultimately achieve anything.

I don’t believe in shortcuts, because you don’t earn anything, you have to earn it” – Sofia Boutella. Women associated with Nike are portrayed to be strong, independent, go getters. When women like myself see this ad, they feel empowered like they can do anything. What we are not seeing is the women in the third world countries in the sweatshop being striped of their feeling of empowerment, or even freedom.

Take a look at the ad, and tell me what you think!