The Evolution of Nike's Advertising to Women in Vogue Magazine: 1988-2005
Online Access
http://hdl.handle.net/1794/18139Abstract
41 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.
Date
2014-08-27Type
Thesis / DissertationIdentifier
oai:scholarsbank.uoregon.edu:1794/18139http://hdl.handle.net/1794/18139