POSTFEMINISM AND NEW IMAGE OF WOMEN: FEMVERTISING IN NIKE
Over the past six years, the world has seen several high - profile advertising campaigns created by global brands that were inspired by the ideas of feminism. This use of feminist ideas by brands creates popular or advertising feminism. The essence of advertising feminism is the use of popular feminist ideas by brands to attract a new female target audience. In marketing, advertising feminism is called femvertising. The Nike brand also uses advertising feminism. It is one of the first to take up the baton of feminism and attention to women in sports. Using the example of Nike brand advertising campaigns, we will study how global brands, using advertising feminism, create a new image of women in advertising. The empirical basis of the study is the content of Nike's Instagram accounts. The brand creates advertising feminism in its social networks, using the feminism of equality and difference, as well as modern ideas of postfeminism, body positivity, intersectional feminism. In the case of Nike, we can see that brands are making some feminist ideas even more popular and creating a new media image of a woman. The image gets rid of past advertising stereotypes, such as objectification and secondary importance in comparison with a man. The negative side of advertising feminism is that it can create the appearance of gender equality. And also, using the ideas of the movement, the brand does not reflect such important topics as violence, wage inequality between men and women.