|
|
Article: The gender of branding: early Nike women's advertising a feminist antenarrative.
- Article from:
- Women's Studies in Communication
- Article date:
- September 22, 2008
- Author:
CopyrightCOPYRIGHT 2008 Organization for Research on Women and Communication. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Nike is one of the most visible brands in the world, with advertising that has drawn both acclaim and condemnation. Nike's partnership with its advertising agency Wieden + Kennedy (W+K) is legendary. Considering the visibility of the Nike brand, its close relationship with W+K and Nike's historically patriarchal positioning (Fog, Budtz, & Yakaboylu, 2005; Katz, 1994; Strasser & Becklund, 1993), Nike women's advertising provides an ideal case study for exploring how gender influences branding and the narrative process. If we consider gender within the narrative process (Clair, 1993; Clair, 2006; Mumby, 1987; Rhode, 2003), the lack of women in advertising agency creative ...