Bodies as Movers, Consumers, and Advertising Canvases

This day in age, many of us women probably own a pair of leggings, but if not, probably know someone who does. Regardless if they are Nike leggings, they are all more than likely worn for the same reason. In this specific advertisement, I believe Nike's goal was to inform their consumers on the various different fit and performance types of leggings they have to offer. The intention of this advertisement is to find a pair of leggings that are not only comfortable, but also the right performance fit for every type of woman. It is no surprise in today's world that many women are seen wearing some type of leggings for their everyday activities. Whether it be running some errands or going to class, leggings can be worn for just about any occasion. In this campaign, Nike is offering that they have the right fit and performance type of leggings for whatever situation you might be in. Not only is Nike hinting at the fact that their leggings will increase the performance of their consumers, they are also probably hinting at the fact that their consumers will have a shapely figure on the lower half of their body. Who doesn't want that? Besides the obvious hinting of the correct fit and performance of these Nike leggings, they are also playing a huge role in the cultural norms of today's society. This advertisement is also likely to include factors of personal appearance while wearing these leggings. For many women, maybe even some men, physical appearance is very important, especially when wearing tight fitting clothing such as leggings. This day in age I feel as though many women are very insecure about the way they look in certain clothing. All in all, I believe Nike had the right intentions for this advertisement. Relating this back to Jamie Schultz's work, I noticed that many of the ads I looked at, not including the one I chose, include just the lower half of a female's body. Instead of focusing on the entire picture, Nike solely chooses to focus on the butt and the legs of a female. I truly believe these advertisements relate to the fact that, "the myth that women are made to be looked at and that men do the looking" (Schultz, pg 145).