Abstract

The purpose of my project was to analyze Nike’s commercial, “Equality” (2017), and focus on different aspects of the commercial that help promote equality despite their controversial past. To fulfill this task, I decided to employ the use of visual rhetoric to examine different elements of the commercial produced by Nike and Wieden+Kennedy. I specifically look at visual elements such as how much total screen-time each athlete receives, the role of the athlete within the commercial, and how Nike orchestrates their delivery of the message regarding equality. Additionally, this analysis looks to understand how groups such as Black Lives Matter or the LGBTQ+ community are depicted through this advertisement. The results of this study establish how Nike perceives both Black Lives Matter and the LGBTQ+ community within their commercial and highlights areas in where Nike failed to promote equality within their own commercial.

Advisor

Smith, Joshua

Department

Communication Studies

Disciplines

Gender, Race, Sexuality, and Ethnicity in Communication | Public Relations and Advertising

Keywords

equality, Nike, visual rhetoric, representation, commercial

Publication Date

2023

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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