Advertising aims to catch potential customers’ attention, and promotional managers usually use different strategies to attract people of different ages, genders, and races. According to Grau and Zotos (2016), many companies use advertising that imposes appearance, body size, and gender stereotypes. Nowadays, such huge organizations as Nike, Adidas, and H&M are destroying these stereotypes and helping people with individual problems feel part of society. For instance, Nike creates an advertising campaign that presents women’s strength and independence. Wiest (2016) claimed in her research that women have always been weak and could not do men’s work. However, in the twenty-first century, women have managed to achieve equality with men, gaining the same rights. To decrease the number of old stereotypes, the leading world’s companies should raise these problems and spread the information that is missing in the present time (Matthes et al., 2016). One of Nike’s advertisements called “Dream Crazier” presented to the world that women showing higher scores in sport and life, compared to men, are normal (Campaigns of the world, 2020). Moreover, it carries a message that females should not be discriminated against when they are better than men.
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Nowadays, almost everybody uses social media, and the dissemination of information sent by influential companies brings positive results. However, Wiest (2016) states that many people believe that advertising does not affect such aspects as purchasing power and breaking stereotypes. The audience might not accept the influence of promotions, but it does have a great impact (Grau & Zotos, 2016). Nike uses historical moments to present how the world changed and how attitudes to females became better. The campaign shows the difficulties women go through to achieve equality with men. This method has an impact on society even if many people do not see it.
Campaigns of the world (2020). Nike – Dream Crazier | #JustDoIt [Video file].
Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: A review of current research. International Journal of Advertising, 35(5), 761-770.
Matthes, J., Prieler, M. and Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75, 314-327.