Advertisement Targeting Women

This Nike advertisement targets women. This advertisement is apart of a series of ads created to encourage women to be strong and powerful and to accept their body image as being different than the way society portrays women to be; skin and bones. There was a previous campaign about Nike targeting women with big butts in 2005.

2005 Nike Advertisement

Nike continued the advertisement and created a new recent series of ads. The series of Nike ads targeting women were seen both on TV and in print. The text in the ad says, “my butt is big and that’s just fine and those who might scorn it, are invited to kiss it.” Nike is promoting that a strong body has tons of benefits and holds opportunity for a healthy lifestyle. Women do not need to workout just to get really skinny, but instead to accept the muscle they have and embrace the beauty of it. Nike claimed that they were not selling anything…only the truth. The result of these advertisements gives women a voice to generations that celebrate and honor toughness and the ability to speak truth to women in a powerful way.

2010 Nike Advertisement

It is interesting to compare the two advertisements from five year time span. The ad from 2005 just captures the butt itself. However, the 2010 advertisement encompasses the whole body with the butt as a focus. The 2010 ad has more value because it praises the woman's body, not just her backside.