Graduation Year

2015

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Media Studies

Reader 1

Jennifer Friedlander

Reader 2

Nancy Macko

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

© 2014 Madeleine A. Hurlbut

Abstract

This paper explores the ways in which Nike's 2010 'Make Yourself' campaign claims to promote 'female empowerment', when in actuality it supports beauty standards that serve to disempower and devalue women. This paper uses various semiotic and deconstructive techniques to explore this issue, including close readings of both the film and photographic texts of the campaign.

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