Positive Marketing to Women – Nike Voices

So much of today's marketing to women is negative.  By negative, I mean it prays on women's insecurities.  It's all about being prettier, thinner, younger, sexier, a  better homemaker, a better mother.  

Add to that a barrage of media that portrays women as objects, victims and stereotypes, and you now have thousands of images every day assaulting women and their self-esteem.  This is especially troubling when you look at the effect on young women and girls.

How bad is it?   A recent study on the effects of TV on children had some alarming findings.   As Jezebel put it, "TV Makes Girls Feel Like Crap About Themselves, But Does Wonders for White Boys."

The study, which appears in Communication Research, was conducted by Nicole Martins, an assistant professor of telecommunications in the Indiana University, and Kristen Harrison, professor of communication studies at the University of Michigan. They surveyed about 400 black and white preadolescent students—aka tweens—in the Midwest over the course of a year. Instead of looking at specific shows, they focused on how much time the kids were spending watching TV, period, and how it impacted their self-esteem. What they found was that television exposure was responsible for a decrease in self-esteem in both white and black girls and black boys, but it led to an increase in self-esteem in white boys.

This is why the Nike "Voices" video is so important.  It's designed to boost self-esteem in both women and young girls.

 

The Power of Positive Marketing to Women

I love that this video shows the women talking as their younger selves.  Girls who are out there facing the same challenges can relate to these younger selves and see what they can grow up to become – strong, confident, successful women. 

When women and girls see an ad that actually portrays them in a positive light, that portrays them as strong, empowered, willing to stand up for themselves, women notice.

Go Nike.

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32 Responses to Positive Marketing to Women – Nike Voices

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  2. I like to think my marketing has a positive message. But that doesn’t mean the reader will see it that way. People bring their own interpretation to what they read.
    I produce a unique line of hypnotic audio stories – self help and erotic hypnosis for women. These are great for helping a woman take control of her life or exploring sexual fantasies.
    But no matter how positively I portray my products, many women will continue to fear hypnosis because of what they’ve previously seen on TV.

  3. Tim Lee says:

    Women have great impact on positive marketing. I respect to them marketing strength. Thanks!

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  17. Ingrid says:

    Books that a decidedly snlgie gal has found useful:(take with as many grains or chunks of salt as you like!)1. _All you need is love & other lies about marriage_ by John Jacobs.Attempted summary: There are a lot fewer pressures these days making people stay married, and far more opportunities to have A Life while snlgie, so no duh that people don’t always stay together; if you’re aiming to do so, here are some unhelpful illusions worth busting.I found the book level-headed and real. (John Gray’s first one, on the other hand, prompted some interesting discussions between me and my then-partner, but half the time, I was the true martian and him the venusian.)(okay prepare yourselves this is corny)2. _Opening our hearts to men_ by Susan Jeffers (Dr. Feel the fear and do it anyway Jeffers)The book is soooo dated, it might now count as retro , not sure. BUT it’s also available for very few pennies, and it has some cool ideas that Dave might appreciate, based on (by no means randomly selected) interviews with men. Most memorable point: Next time you’re thinking, why won’t he open up and tell me how he’s feeling??? , examine your conscience re: how often you have used his words against him in subsequent arguments. Sample direct quote from book: If I really owned my magnificence, what would I be doing? p. 232

  18. Eric says:

    is very telling as to what a sesixt, bitter person he is:he’s 42, she was 27 (15 year age difference)he said : (all) Jewish women are lame he said: she’s ok with a (15 year) age difference ( the implication being that Jewish women are NOT O.K. with this age difference ..ah, so I guess Jewish women are bad if they won’t date a considerably older man like yourself??!!!!He describes these single Jewish women as spinsters . Clearly he uses this word out of hate for these women as a way to insult them.He talks about how many of these still-single Jewish women were probably once hot 20 somethings who probably turned guys down all the time because they thought it wouldn’t be cool to date a guy (like himself) that’s over 40.So clearly this loser feels a lot of resentment .resentment because the considerably younger women he obviously had been targetting, had no interest in him. So he finally finds an Asian (traditionally subservient and known to want a white man at any cost) woman, and one that is 15 years younger than him at that, and he thinks he should be proud of this supposed coup?What an ignorant, sesixt, hypocritical misogynist. I hope you and your little asian bride are happy. I’m sure YOU’LL be happy, but it’s only a matter of time before she realizes she can do much better and she leaves you.

  19. Wagner says:

    Whatever reason Jewish women not able to keep their men, slohud stop blaming others and examine themselves. Leave jewish men, or the blue/blond, blacks, asians, latino, irish, italian or whatever other un-chosen’ people alone and go look at yourself closely.Plus, genetic diseases, such as Tay-Sachs or Gaucher Type 1diseases, are more prevalent among the us, exactly because we intermarry. For the sake of next generation, we need to start intermarrying. We were forced to married within our group before because we were kept in our ghettos. We are out of that, why go back?

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