The Evolution of Nike's Advertising to Women in Vogue Magazine: 1988-2005
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Abstract41 pages. A thesis presented to the School of Journalism and Communication, and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2014.
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.
TypeThesis / Dissertation