I'm posting this for Dee Dee because she was having some tech issues. If you have similar issues, let me know and I'll be happy to help. --Adam
The print
advertisement from the USA featuring Maria Sharapova is somewhat depicting
women as objects of desire. I suppose
that the point Nike is trying to make is that women are just as good and tough as
men as athletes. However, Maria Sharapova portrayed in full makeup and earrings
that she would not be wearing when she is in fact competing all the more makes
me question “why?” I would have instead preferred to see her featured training
and competing in sweat.
Nike print advertisement from Korea with Yuna Kim is practically showing her more genuine side as an athlete rather than putting an emphasis on her beauty and her physical figure, which had been the norm with other advertising campaigns until this series of advertisements by Nike had come along. The message printed has a deep meaning in its original language, i.e. Korean, and hence is quite difficult to translate while eliciting similar emotions and making a comparable impact. However, with best efforts, roughly translated to English, it says “you didn’t expect it to be this hard?” The underlying messages are: 1) being a figure skater (the big picture being athletes in general) is hard and 2) we (public/others) did not expect it to be so.
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