Gendered Advertising (Real Women?)

This ad is a part of the 'Nike REAL WOMEN Campaign'. This ad plays in to the fact that women are often evaluated in terms of the appearance of their bodies. While it is true that men are also evaluated in regards to appearance, they are not nearly as ridiculed or held to as high of standards as women to look "perfect". Nike takes something that has a negative connotation ("thunder thighs") and makes it positive. I hear girls complain about their "thunder thighs" all the time, and it's no wonder why. As women, we are constantly exposed to the size zero, supermodel prototype that embodies the so called "perfect woman". Nike suggests that we should be praising women for their strength over shallow beauty, and that strength in itself can be beautiful. You would never see an ad like this for men. Sure, men are expected to have broad shoulders and the "six-pack abs". But, in general, people focus more on their ability than what they look like. This ad is obviously attempting to poke fun at the idea that a female athlete can only be successful if she is strong but also fits the commodified mold of being "attractive". I remember when this campaign came out and the reception was overall positive. However, it will sadly take more than a Nike ad to change the way that we evaluate women in the media.