This study investigates the influence of feminism on sports marketing and the media. We take the NIKE movie advertisement in 2007 and 2016 as our samples. In this study, we take use of observation method to analyze the implications that the role of women plays and to explore the evolution of sports and the marketing on women’s roles from the traditional to now. We analyze the role of women and the process of social consciousness of women through the movie plot.
In the study, we observe the following findings. First, the patriarchal society are ingrained: NIKE movies use patriarchy to propose the impression of being suppressed of women. Next, they use of feminism to shape the modern women courage to do their own image. Second, the rise of feminism: In the NIKE marketing strategy, they inject the new female courage to show the rise of feminism, but also rise the women engaged in sports. Third, the conflict of the feminism: NIKE take the advantages of advertising and marketing techniques to commend the value of women, women evoke sympathy, so that consumers will have sense of identity with them. Fourth, the development of feminism: NIKE successfully put “do it yourself” into the women’s empowerment context; improve female career self-identity, to create distinctive new women.
