Blog #3 Nike Sports Bra - Taylor Swanson

Blog #3: Bodies as Movers, Consumers, and Advertising Campaigns

It is no secret in the advertisement world that sex appeal can portray the exact amount of beneficial marketing, and for Nike, the story remains the same. In recent years, Nike has become known for using risky and slightly controversial advertisements to campaign their products. Furthermore, this advertisement for Nike Sports Bras raised a significant amount of controversial discussion. In this specific advertisement, I believe Nike's goal was to shed light on the various types of sports bras they have to offer to their consumers. The intended meaning of this campaign is to find a sports bra that it is functional, but also comfortable for every woman. It is no secret in today's World, that many women do not enjoy wearing bras, and I believe Nike is playing off this exact idea in this campaign. Nike is offering that their sports bras can feel as comfortable as not wearing any bra at all. Besides the obvious message of the comfortableness and functionality of Nike sports bras, Nike is also playing into the varying cultural norms of today's society. This advertisement is likely indirectly commenting on the cultural norms of the covering--or exposing--of women's breasts. For many people, both men and women, this topic raises a lot of anxieties and uncomfortable feelings. Within this advertisement, I believe Nike is indirectly stating that a woman should find a sports bra that makes them feel comfortable. Ultimately, while Nike may have been a little off-base on the effectiveness of this advertisement, I believe the company was trying to focus on a concept that is important to many women. In reference to Jamie Schultz's work, I found it interesting that many ads I looked at, including the one I chose to write about, included a headless female body. Nike took the focus off this female's body as an entirety and simply chose to focus it on an objectifying section of the female body--breasts. It many ways this advertisement relates to the Olivia Newton John movie Schultz discussed in her writing, this advertisement "presents a gender-equitable proclivity to accentuate one's genitals in a fitness setting" (Schultz, pg 145).