Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements
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Bowling Green State University / OhioLINK
2015
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1429281712 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-bgsu14292817122021-08-03T06:30:17Z Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements Arend, Kara M. Mass Media Marketing Womens Studies Nike advertisements textual analysis female athletes Girls and women have made great strides in U.S. sport since the passage of Title IX.Despite their progress, the literature suggests that women’s sports do not receive media coverage that is commensurate with those advances, while representations of female athletes are often perceived as problematic. In 1999, Nike’s sponsorship of the U.S. Women’s World Cup soccer team helped to launch female athletes into the popular imaginary. Additionally, Nike advertising directed towards women began to include feminist values in commodity form to establish Nike as a “celebrity feminist.” As Nike expanded its marketing to the female consumer, I ask whether the brand’s advertisements suggest that Nike has become an advocate for women’s sports. Thisstudy uses textual analysis to analyze four women-directed Nike advertisements that aired between 1995 and 2010. Nike’s portrayal of women in sport has evolved from the “if you let me play” advertisement to the “I’m making myself’ campaign. In those advertisements, representations of girls and women transitioned from renderings of young girls asking permission to “play sport” to displaying more mature female athletes who exercised their agency in sport. The understandings gleaned from this study provide a foundation for those who wish to further explore meanings of Nike advertisements directed toward women. 2015-04-21 English text Bowling Green State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1429281712 http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1429281712 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
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NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Mass Media Marketing Womens Studies Nike advertisements textual analysis female athletes |
| spellingShingle |
Mass Media Marketing Womens Studies Nike advertisements textual analysis female athletes Arend, Kara M. Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| author |
Arend, Kara M. |
| author_facet |
Arend, Kara M. |
| author_sort |
Arend, Kara M. |
| title |
Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| title_short |
Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| title_full |
Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| title_fullStr |
Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| title_full_unstemmed |
Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements |
| title_sort |
female athletes and women's sports: a textual analysis of nike's women-directed advertisements |
| publisher |
Bowling Green State University / OhioLINK |
| publishDate |
2015 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1429281712 |
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AT arendkaram femaleathletesandwomenssportsatextualanalysisofnikeswomendirectedadvertisements |
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