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
Terms of Use & License Information
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.
Recommended Citation
Hurlbut, Madeleine A., "Deconstructing 'Empowerment' in Nike's 2010 Campaign: A Critical Assessment of Female-Targeted Sports Advertising" (2015). Scripps Senior Theses. 567.
https://scholarship.claremont.edu/scripps_theses/567
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
