Trent University

Durham GTA Campus

ADMN-3150H-B
Advertising

Essay Assignment
Topic: Advertisement on Women Empowerment

Submitted by: Submitted to:

Himanshi Dr. Yanina
Himanshi Chevtchouk
(0790342) (PhD)
Introduction:
Earlier female's job was simply restricted to her role as mother and wife in the society. Men were
thought of as the primary shopper of the family. Similarly, both were additionally depicted in the
media, the previous in relationship job and as compliant while the later as the bread worker of
the family, angry and audacious. During last years and years because of fast changes in market
situation there is an extraordinary change in the responsibility dedicate to female and how she is
set in the society. Their job has transformed from homegrown directors to prime buyers, who
take the choice about the greater part buys for the family but still considered as weak sex in the
society (Chevtchouk, Lecture 6, 2024). Presently, they are the fundamental focuses of the
advertisers and progressively depicted in assortment of advertisements. In this contemporary era
of advertising, the theme of female empowerment has arisen as a strong tool by advertisers,
utilized by brands to motivate their main interest groups (De Waal Malefyt, 2015). This
exposition fundamentally looks at the ads by Nike and Priceline pharmacy, focusing in on the
thematic execution of female empowerment, the similarities, and contrasts in their
methodologies, and gives a critique of these advertisements in view of bits of knowledge from
significant talks. Through this analysis, the essay depicts and unload the critiques engaged with
female empowerment in advertisement that how badly it impacts on women self-respect, society
and this manipulative tool can criticize the whole business plans and values.

Similarities:
Parallelism between Nike and Priceline pharmacy has been shown in their theme on women
empowerment align with sports in both ads and specifically targeted female as their key
customers, inspiring to some, and guilt for others by both ads. Ads. Try to empower women
through highlighting women who accomplish personal goals, and overcome societal obstacles,
they hope to inspire and encourage their audience. When advertisement starts it shows the
personality of a women as a soul and sweet then suddenly turns towards a different character.

Both adds brings change in ideology, thinking and lifestyle. Advertising has an incredible
potential to change the outlook of individuals as it has huge creativity in its execution (Kannan &
Li, 2017). It is a strong power utilized by the advertisers to convince, control and mold behaviour
of the buyers (Pieters et al., 2010). As the time passing the depiction of ladies in advertisements
has gone through an incredible revolution as per the changing position and responsibilities of
female in the society (Chevtchouk, Lecture 6, 2024).

Another common thing in both advertisement that it conveys the same message and challenging
gender stereotypes. Depicts female who are self-dedicated, strong, and independent that breaks
and challenges stereotypes and breaking the barriers of traditional categorized norms. Presently
females’ endorsement is turning into a basic piece of current advertising (Kang, 1997). Recent
ads have focused in on the 'empowered' ladies called power femininity (Windels et al., 2020).
According to De Waal Malefyt (2015), Promoters are choosing a clever way to deal with depict
women decisively in the advertisements to influence the customer to purchase the item. The
limits of the gender division of work between the useful and conceptive roles are reduced as
female have begun entering already male enslaved area.

Differences:
On the flip side, Nike's promotions commonly focus on physical empowerment in the theme of
sports and games. The brand is known for a wide cluster of female competitors, from
commended experts to everyday enthusiasts, featuring their physical strength, persistence, and
accomplishments in sports. It focusses on showing how Nike's products aligns with a women
success in sports, connected it to the source of empowerment. However, Priceline pharmacy’s
store’s campaigns focus on empowering by wellbeing, health, and individual care. Their
advertisements tend to highlight the significance of taking care of oneself, certainty, and social
support, recommending that strengthening can likewise originate from assuming responsibility
for one's wellbeing and prosperity. As it, widening the meaning of empowering to including
parts of individual and common wellbeing. For example, in the ad when women got injured and
had bruises, she supported by her fellow mates and cure herself then again, she gets back to her
target.

Another difference in product integration. Nike’s ads advertise that their products are necessary
for a woman aiming to break the barriers in sports. However, Priceline pharmacy positions its
health products in ads indicating the journey towards empowerment. As it shows their support in
helping women’s health, wellbeing, and confidence.
Moreover, the message is same but its tone and way of presenting the ad is totally different.
Likewise, Nike ad shows the reflection of challenging competitive sports. The difficulties of
getting through social constraints. Whereas Priceline pharmacy adopts more nurturing and
mutual support among women. The significance of common help and taking care of oneself in
the excursion toward strengthening.

Critiques:
Issue in representation and inclusivity within these advertisements. While both Nike and
Priceline Pharmacy make efforts to showcase diverse groups of women, but there remains a
concern about whether these representations are sufficiently inclusive and reflective of the full
spectrum of women's experiences. The selection of athletes, models, and narratives may still
adhere to certain conventional standards of athleticism, and success, potentially marginalizing
women who do not fit these criteria (Chevtchouk, Lecture 6, 2024).

Apart from this, impacts negatively on society’s thought perspective too. Because of such
advertisements from the very beginning, females’ image in a children mind rear up as a very
weak and emotional gender and still these ads continue to show such concepts over and over that
creates difference between male and female and give rights to society to think how a male or
female should be treated and makes society realize what a character have position in the society
(Chevtchouk, Lecture 6, 2024).

Narrows the scope via reflecting just sports in ads, such as Priceline pharmacy tagline reflects
“women in sports”. It only focusses on women who are succeeding. It continuedly set lots of
expectations from women, they always need to prove themselves for being a good woman, such
as Nike tagline reflects “what are girls made of”. According to Chevtchouk (2024),
deconstructing is the concept, that allows women to access self-respect only by disciplining and
proving themselves.
Furthermore, Commercialisation of empowerment. It uses the theme of women empowerment,
women in advertisement and equality just for selling their products, in reality it just the source to
manipulate people to buy their products and connects with them and their values. "Deception is
the truth of AdCult" in that advertising "colonizes connections" into "utilization communities".
While the facts may confirm that publicizing can come from negative intentions and misleading
practices. (De Waal Malefyt, 2015).

Such advertisements bring self-doubt and disempowerment (Couture Bue & Harrison, 2019).
When the ad begin it shows that women are like flowers (NIKE ad) same as in other ad shows
only 1% of women play it professionally (Priceline pharmacy ad) reflects as a passive little girl,
suddenly because women use their products totally change people point of view towards women
and her personality turns completely in different way. Do women really need to depend on these
products to look strong and behave empowered? (Windels et al., 2020). Women already know
themselves, who they are an what they can do. Such kind of advertisement brings doubt in
women minds and realised them that people think women are uneducated and these
advertisements tries to educate them, it disempowers them (Chevtchouk, Lecture 6, 2024).

Conclusion:
To conclude, ads by Nike and Priceline pharmacy shows wide range of efforts to connect with
the theme of female empowerment, mirroring a more extensive pattern of brands attaching
themselves with social developments to form further associations with customers. While both
ads are effective in motivating audiences, a critical analysis uncovers the complexities of
involving empowerment as a marketing device, objections over commercialization, inclusion,
presentation, and the effect on women's self-esteem and self-respect, and this present reality
effect of these ads on women. Eventually, the genuine proportion of these advertisement's
effectiveness and innocence lies in their capacity to not only convey empowering messages as
well as to add to the advancement of female's freedoms and equality in substantial and
significant ways effectively.
References:

1. Chevtchouk, Y. (2024, February 14). Advertising History, Issues, & Critiques. Lecture 6,
slides 3-56

2. Couture Bue, A. C., & Harrison, K. (2019). Empowerment sold separately: Two
experiments examine the effects of ostensibly empowering beauty advertisements on
women’s empowerment and self-objectification. Sex Roles, 81(9–10), 627–642.
https://doi.org/10.1007/s11199-019-01020-4
3. De Waal Malefyt, T. (2015). Relationship advertising: How advertising can enhance
social bonds. Journal of Business Research, 68(12), 2494–2502.
https://doi.org/10.1016/j.jbusres.2015.06.036
4. Kang, M.-E. (1997). The portrayal of women’s images in magazine advertisements:
Goffman’s Gender Analysis Revisited. Sex Roles, 37(11–12), 979–996.
https://doi.org/10.1007/bf02936350
5. Kannan, P. K., & Li, H. “Alice.” (2017). Digital Marketing: A Framework, review and
Research Agenda. International Journal of Research in Marketing, 34(1), 22–45.
https://doi.org/10.1016/j.ijresmar.2016.11.006
6. Pieters, R., Wedel, M., & Batra, R. (2010). The stopping power of advertising: Measures
and effects of visual complexity. Journal of Marketing, 74(5), 48-60.
7. Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling
feminism: How female empowerment campaigns employ postfeminist
discourses. Journal of Advertising, 49(1), 18-33.