Campus Only Senior Thesis
Bachelor of Arts
© 2014 Madeleine A. Hurlbut
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.
Hurlbut, Madeleine A., "Deconstructing 'Empowerment' in Nike's 2010 Campaign: A Critical Assessment of Female-Targeted Sports Advertising" (2015). Scripps Senior Theses. 567.
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