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Findings

Method: Content Assessments of Ads

From "25 Nike Ads that Shaped the Brand's History"

Analysis

  • Most of the 25 Nike ads used famous athletes, and more than half of these were black. The high representation of African-American men does not represent the demographic of Nike consumers (Coleman, 2013)
  • The five qualities that were the most common (two of the five could be found in every only/predominantly black ad) in some ways fit and in other ways do not fit stereotypes of black masculinity
  • Black celebrities are portrayed in a way that is absolutely non-threatening and non-deviant, which could be considered counter-stereotypical
  • However, the use of comedy, pride, and collectedness could be representations of the black masculinity often found in mainstream media
  • The black men’s influence transcends social boundaries boundaries through high-achievement, yet maintain their masculine black identity through sport (Thomas, 2013)

How are the African-American men represented in Nike advertisements?

Hypothesis: In the world of sport, where sexuality is explicitly disregarded, the advertisements that include black male bodies will emphasize athletic superiority and aggression, in alignment with stereotypes.

Background Research

  • Nike was the first company to use an African American as the face of its company. Today it is associated with hip-hop but also has an incredibly broad consumer base (Coleman, 2013)

  • Suggests that ads are largely stereotypical and oversimplified (Treiber 2000)

  • Black ads are also usually associated with sexuality (Thomas, 2013)

The African-American Men of Nike's Significant Ads

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