Nike Women recently came out with a positive ad campaign encouraging women to appreciate their physical assets rather than want to constantly change how they look. The ads are intended to garner the attention of the reader by the large, glossy pictures of women with many vivid colors surrounding the body parts which are posing in confident poses. The women are actually unnoticeable because their faces are not showing so it is unknown whether or not they are famous athletes or everyday women.
The vivid colors and crooked writing help catch the attention of the reader and forces them to read into the ad. This series of ads attracts the Esteem and Safety levels of Maslow's Hierarchy of Needs. The ads are intended to empower women who may be insecure of their larger thighs or athletic knee caps.
I think that these ads have great contrast which makes them aesthetically appealing to the eye and the oversized headlines make me want to continue reading the body copy. Overall I think that this was a great approach for Nike to take because it shows normal looking women in an attractive manner. If you look at these women, you wouldn't know they feel insecure about their flaws; if anything, you would know that they have taken charge of their unique physical features.
The butt add comes off very sexual as does the hip. I think NIKE is cleverly using sex to sell without being obvious. The black and white helps to tone it down, but it is still pretty obvious. Do they do this with males as well?
ReplyDeleteThese still don't feel like they touch on the right subject. They may be using "real" women (I doubt it..) the ad feels disconnected and sexualized. Sure the copy is nice and encouraging but I don't feel like the images add up.
ReplyDeleteI'm not sure that I feel this ad is effective.