NIKE ADVERTISEMENT IN THE 1970S

PRODUCT: Nike running shoes for women 

TIME PERIOD: 1970s

PURPOSE: Get more women to buy running shoes from Nike

TARGET AUDIENCE:

-The target audience is women, we can identify this because the ad specifically stated that they are now building “a whole new line of athletic shoes especially designed for women.”

    -GENDER: “Women can also be athletic.” This assumption is realistic because women were getting more and more active and really getting out of their comfort zone, we can see this at the Olympic where more women were participating. The assumption does challenge a stereotype about gender identity. For a long period of time before the 1900s, society had always talk about women as someone who should stay at home, do house chores, take care of kids, and obey their husband, but the ad mentioned that “the idea of woman athlete has come,” which really went against what people typically think of a woman.

       -RACE: “Non-colored women are more active,” because they had a picture of a woman’s legs that could belong to any races, but not African American women. This assumption is not realistic, because any women can be active and athletic. For example, the Olympics, we have women from all type of races everywhere come together, and compete against each other. The stereotype about race is being challenge here, because we have always known of African American as excellent athletes, so saying that they are not active enough is really going against what society has always believe in.

       -CLASS: There was not enough information provided to give an assumption about class in the advertisement, because Nike only mentioned that all women should be comfortable when running around and being active. There was not any hint of them saying that if you are too rich or too poor then you cannot be active, because everyone should keep a healthy lifestyle. 

TYPE OF CLAIM:
-Avante Grande: The lady Waffle Trainer’s time has come, so women should purchase it, so they can keep up with the running shoes trend with the guys.
-Magic Ingredient: Waffle sole design that was made to be tough, lightweight, and with long-wearing nylon uppers, also was shaped to suited women bone structure in most women’s feet.
-Transfer: Nike created this product with a goal of encouraging women to be more active outside of their daily life, this is a really positive goal, because they were helping women to step out of their comfort zone.
-Bandwagon: “It’s about time, right ladies?” Nike was trying to convince women that many other women will be purchasing this sneakers, so they should also buy it too.

PERSUASIVE APPEALS:
-Pathos: The audience, women, can see that the ad is talking about how women had gained more rights and freedom throughout the year and can finally be able to do what they wanted, for example, running, this can appeal to be very emotional for some women who are big supporters of feminism.
-Logos: Nike did give us information on how this specific design can benefit women during their run, but they did not provide any scientific facts like number or percentage to back up those information.
-Ethos: The ad did not provide any characters or experts to prove that Nike is more reliable, but they did said that Nike has a long line of powerful new ideas and this product is one of them.

POSSIBLE CONSEQUENCES:
-Long-term: In the long run, this ad will change society’s view on women, as they get more active and involve in activities outside of their home, the old typical believes of how a woman supposed to be will change into an image of women who are good with house works, social life, and sports.
-Short-term: In a short period of time, this ad will get more and more women to be involve in physical activities.
-The message of this Nike as did not create an unrealistic expectations for women, because they do not have to go out of their way to be athletic, with just enough motivation, anyone can become active.
-The message in this ad does not counter or undermine social change, because encouraging women to exercise more will not weaken or go against our society, mater of fact, this ad will help open up others' view on women, and their roles in society. 
-This ad is socially responsible because they are not just focus on making profit. Nike is helping the society by getting more and more women to be active, so that they can prove to other that women can do more than just stay at home. Also, Nike is persuading people to run more often, and running daily can help lower the rate of some dangerous diseases.