EDUC 6810 Week 5 Activity #2

Whose message is this? Who created or paid for it? Why? 
This message was created and paid for by NIKE to sell shoes.

Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What 
words, images or sounds suggest this? 
The target audience is women, 18-35, who have an interest in fitness.  The image is of a Caucasian woman who is in great physical shape.  This ad would appeal to women who are athletic, or women who want to be more in shape.

What is the “text” of the message? (What we actually see and/or hear: written or spoken words, 
photos, drawings, logos, design, music, sounds, etc.) 
The text of the message is "Get Fit."  The message is accompanied by the image of a woman's legs, which are very muscular and fit.

What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?) 
The subtext of the message is that if you wear these shoes, you too can be fit just like the model.

What kind of lifestyle is presented? 
The ad is presenting a healthy, active lifestyle.  A woman who is strong and competitive.  A woman who works hard and is motivated.

What values are expressed? 
This woman is someone who cares about herself and about her heath.  She probably eats healthy and gets plenty of exercise.

What “tools of persuasion” are used? 
They are promising something they can't guarantee; that if you wear these shoes, you can be fit just like the model.  But the ad plays on our desire to look like that model; to be healthy and attractive like she is.  And they are promising a quick, easy fix; the shoes will change your fitness.

What positive messages are presented? What negative messages are presented? 
The positive message is of a healthy lifestyle where exercise is a priority.  The negative message is that you have to look like the model to be healthy and fit.  Fitness comes in all shapes and sizes.  Being stick skinny doesn't necessarily mean you're fit.

What groups of people does this message empower? What groups does it disempower? How does 
this serve the media maker's interests? 
This message empowers women who value fitness.  It disempowers women who have tried to get in shape and failed; they feel like they're not good enough and that they can't do it.  This works to NIKE's interest because the women who have failed in the past might try these shoes because they think they will help.  People who are desperate are more gullible; they want to believe there is a quick fix.

What part of the story is not being told? How and where could you get more information about the 
untold stories?
The ad doesn't tell you how long it took her to reach this level of fitness; or if she actually wore these shoes during her workouts.  When I am researching which running shoes to buy, I always read the reviews from consumers who have actually used the product.  I can trust those reviews because they are from people who have used the product and are not being paid to endorse it.

What power relations are exposed as a result of your deconstruction?
This deconstruction makes me realize I need to be more careful about letting ads determine products that I buy.  Just because an ad looks good, does not mean the product is good.  As a consumer, I need to do my research and not be swayed by attractive ads.