Gill's "Super Sexualize Me"- Nike's Just Do It ads- -#1



Rosalind Gill's in her article "Super Sexualize Me"claims that "advertising's [aid] in the reconstruction of anxieties and labour involved in making the body beautiful, through a discourse of fun , pleasure and power (Gill, 259 )." 



Nike Women: Just do it campaign (2010)

      Gill's statement could apply to the following ad because the figure shown displays  agression with her stance  and sex appeal by the clothing she wears (a boxing glove).  Boxing is considered a traditionally masculine sport.  The female in this ad is in pursuit of physical power.  She is holding her body in a 'fighter's' stance. Typically, boxers pivot and bounce before they are to enter a fight.  Her physical posture, with her arms raised and feet lifted is demonstrative of this.   Her lack of attire booty shorts and sports bra sexualizes the image.  She is both a sexualized figure and an aggressive figure.

      The lines in the ad speak about her love of having a big butt that "knocks herds of skinny women."  This reasserts the common notion of third wave feminism of competitive individualism.  We as females are in constant competition with each other.  How we view ourselves is based on how we rank ourselves against other females (physically, romantically, career-wise).