The Evolution ofNike's Advertising to Women in Vogue Magazine: 1988-2005
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This paper examines the evolution ofNike's advertisements to women from 1988-2005. Specifically, the print advertisements used were run in Vogue magazine during this period, totaling over 120 placements from several unique ad campaigns. The main objective of this study is to track the changes, both textually and visually, of these advertisements and examine the deeper meaning behind the messages. Nike is one of the biggest fitness and exercise brands in the United States and worldwide, thus, their advertisements have a wide reach and audience. Advertising to women is not always empowering or positive-many brands instead choose to use sexualized or objectifying messages to sell products. But, Nike successfully spoke to women in a personal and empathetic way in several of their campaigns, especially during the 1990s.