Tuesday, December 11, 2012
Gloria Steinem on Nike
In the article "Nike Steers Advertising Toward Reality Anatomy," Gloria Steinem explains the tradition of advertising in women's magazines, and comments on the Nike ad campaign that focuses on women's body parts: "'It's a step forward,' she said, 'but I just question whether Nike would do an ad about a man talking about his butt.'" How do you explain her point? Do you think this ad campaign positively impacts gender equality or not? Does it represent a positive shift in the identities that are portrayed and perpetuated through advertising media? Does it adequately represent the perspective of the women to whom it appeals?
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Since i red it the first time, Steinem's statement seemed weird to me. Of course, you can't transfer the thunder thighs ad into an ad appealing to men, because men don't care as much about muscular thighs, they wouldn't really feel self conscious about it. And I think that there is way less social pressure on how a men's body has to be. This is why it wouldn't be as effective anymore if it was appealing to men. But that is not a negative aspect. I think that towards woman it works perfectly and as this is for NikeWOMEN, I'd say: mission comlpeted.
ReplyDeleteI believe that Gloria wants gender-equality, not one gender getting all of the attention, even if she is a women. These ads are all about women and their bodies. In no way shape or form do these ads even remotely appeal to men. I think Gloria wants ads that can evenly relate to both men and women. I believe she thinks it's a good step forward because she enjoys women in the spotlight and as a women it has to be very hard to be unhappy with these ads. Personally I don't think these ads relate to all women, it relates to women who are in shape and have been successful with some sort of physical activity. It does not relate to the women who haven't yet been successful or who are trying to do so.
ReplyDeleteI agree with your statement that the ad could maybe let unathletic people feel even more self conscious. But for me this ad doesn't only support athletic women but also just to be and like yourself and accept your body as it is, regardless of fashion norms.
DeleteI can see where you are coming from in your final point, but I believe that these ads can somewhat inspire women who are not in shape to get out and exercise.
DeleteI do think that the ad campaign positively represents real women. By higlighting and celebrating body parts that women are usually self concious about, gives the target audience confidence in themselves. Women and girls are so used to seeing flawless models in every single ad and are in a way "forced" to be just like them. This ad campaign thwarts this idea that everyone has to be perfect. Although I think many steroetypes has been proven wrong, I do not think that it has fully equalized the gender barrier in society. The ads seem a little too overconfident and agressive (one even saying "leave men out"). This overly agressive tone does ot neccessarily put women in a place that they want to be in. Geneder equality means that women earn their spot to be on the same level as men by hardwork, dedication, and confidence, not by arrogance, begging, and pleading.
ReplyDeleteI would say that this is a positive shift because the ad targeted to the group of people that has been merely touched on before. Also, advertising media always can lead the trend of thoughts of people, it is significant for mainstream media to do well in leading the public view to a positive direction. This series of Nike ad certainly did a good job on it because it expresses a optimistic and genuine lifestyle.Certainly, the goal of the ad is to drive women to buy their nike products. But, still, it advocates people to have a healthy form of body.
ReplyDeleteI don't think an add with an man talking about his butt would be effective. It probably wouldn't appeal to the demographic they were aiming for. Maybe a man talking about his muscles would,be more usefu.
ReplyDeleteYes but this wouldn't be the same. A man wouldn't be like " o my god my belly muscels got so huge, I better hide them." :D So this would be an ad with another appeal.
DeleteI see where Gloria Steinem's point is coming from. Men tend not to care as much about their bodies as women do. This, of course, is not always true but it is in most cases in my opinion. In a way these ads create a sense if gender equality because it breaks the mould that women have traditionally had to fit. In history, women did things because it was what was expected of them. Now, they do things because they want to, and they can. These ads do not appeal to men at all, and that is a good thing in this sense. These ads are designed for women only and that is achieved.
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ReplyDeleteI think this campaign really doesn't mean to touch on gender equality. If people chose to take it that way they may be reading to much into it. I think Nike could do a similar ad campaign for men, maybe without the butt ad, but they could certainly do something that's close to that. I think that If people get offended that's their prerogative, someone will always disagree with any ad campaign. If you really want to read into it you could say its a response to the focus on men's muscle and that this ad is meant to show that women can have muscles while remaining feminine.
I think it is totally okay. Because each advertisement has its target audiences, it is the marketing strategy. In this ad. the target audiences are women, no men will not buy the products. It does not impacts gender equality. Males and females have different body shapes, obviously.
ReplyDeleteI agree with the point that it represents a positive shift in the identities that are portrayed and perpetuated through advertising media. Since Dove's new cellulite-firming body lotion, advertisements prefer to show the body shapes of women, which somehow has relationship with the use of the campaign products. Although huge butts, knees look wired, they appeal healthy, strong and energy to the audiences. Therefore, it expresses a positive identity. These body parts are not appealing, but the appealing thing is the spirit of the sport, which is the slogan of Nike.
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