Analysis Of Nike Women: Make Yourself Campaign

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Nike Make Yourself Analysis In fall 2011 Nike came out with a campaign emphasizing the empowerment of female athletes entitled the Nike Women: Make Yourself campaign. This campaign portrays passionate, elite women that show characteristics of strength, dedication, health conscious, perseverance, and represent individuals from a variety of different sports and lifestyle. The ad featured seven women athletes, and the main marketing effort was to encourage women to want physically to become "the best version" of their selves. What motivates you to be your best? Can you fill in the blank? Just because it is an athletic advertisement does it just encourage you physically or are you challenged to become a better person as a whole.
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The print and visual advertisements of this Nike campaign feature athletes expressing and presenting their success. Brought together by Nike from a variety of sports and different walks of life, they are authentic, charismatic and committed women who embody the Make Yourself philosophy - with hard work and dedication anyone can overcome obstacles to improve their lives and reach their goals. The team features USA track and field Olympian Allyson Felix, Chinese tennis player Li Na, Algerian- French dancer Sofia Boutella, British hurdler Perri Shakes-Drayton, Russian-born tennis star Maria Sharapova, USA goalkeeper Hope Solo and Australian surfer Laura Enever. As part of the Make Yourself campaign, the team shares their inspirational life stories, fitness routines, and goals to encourage women across the world to put a stake in the ground and start making themselves too. (Nike News - Nike Make Yourself Team. (n.d.). The goal is to embark their values upon the viewer. In examining the language of their messages, we see how this campaign defines the Nike brand as one of self-empowerment. Then the athlete expresses emotions by using graphic text that these athletes are making themselves "proud", "Shine", and "hot", the advertisement is connecting these values of personal improvement and hard work with …show more content…

The Make Yourself Campaign closely relates to the philosophy of hedonism. The ads are a similar example of the "live for today" euphemism. The images reflect moderation in that the photographer chose only inspiring pictures of the models. The choices for the ads can be justified because they cause no harm to the audience. Even though the images are not offensive Nike has one of the main aspects of hedonism because one of their primary goals are monetary gain. Another ethical perspective that this campaign associates with is the Golden Rule. The Golden Rule philosophy states that an individual should be as humane as possible and never harm others by insensitive actions. The images are created from athletes that come from many different walks of life that have many different values and cultures. But even though the differences exist there is no evidence of what each feels in their daily

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