Thunder Thighs

As a cross-country runner, running ads always stick out to me. I laugh at the advertisements that claim that a certain shoe or certain energy drink will really give you the ambition and drive to run a marathon. However, something about Nike ads always catch my attention. Their graphic images and strong verbiage in their advertisements convey how difficult it is to be a runner. Although Nike sends a strong message about running, it is also sending a very strong message about gendered bodies. The advertisements directed towards men are images such as the one below. This man is covered in what appears to be blood and this is implying all of the hard work he does for his sport. This man is signifies labor by the blood and aggressive facial expression and stance he has. This ad is a stark contrast compared to the ad that Nike has directed towards women which looks like this. The politics of this ad gives women something to feel bad about, if they didn't already. It seems the ad is focusing more on the appearance of women athletes, and how they can still have sexuality despite the effects of their sport on their bodies. The way the woman is positioned in this is very docile and weak compared to the man shouting, covered in blood. This ad focuses the femininity of the athlete while the other ad focuses on the hard work involved with athleticism. At first my reaction to this ad was happy compliance. I thought that Nike was sending a positive message to women about body image. However, when I think more carefully, I think Nike is instilling a docile body attitude in women by focusing on their appearance rather than their skill or abilities.