"My butt is big" is part of one of Nike's new ad campaigns. They also have thunder thighs, chicken legs, hips, and scabby knees. Not only is this ad campaign geared to the new "feel good about yourself" trend going around (dove ads), but it also questions whether or not pointing out a woman's society-constructed imperfections is empowering or objectifying.
The ad reads, "My butt is big and round like the letter C and ten thousand lunges have made it rounder but not smaller and that’s just fine. It’s a space heater for my side of the bed. It’s my ambassador to those who walk behind me. It’s a border collie that herds skinny women away from the best deals at clothing sales. My butt is big and that’s just fine and those who might scorn it are invited to kiss it."
The ad could be read that the woman, although in black or white her race is indistinguishable, has a darker color than the white booty shorts she is wearing. This allows the viewer to think that the woman is black, especially since the stereotyped association of black women having big butts is present. I know I first thought that it was a black woman's butt. As discussed in class the white shorts were probably strategically chosen because they imply that white is pure and good. This could be taken as nike trying to take the black woman's large butt and making it more "white." This makes it a white trend and therefore more socially acceptable.
Also, if one reads into the ad she refers to her butt as her ambassador, or representative to those who walk behind her. This objectifies her butt to be looked at alone as an object and objectifies herself. The nike ad is playing into the fetishism of a black woman's behind by pointing out its beneficial factors. I think the message is good and empowering, but at the same time I am not sure if it sends the right message because in the wording she still mentions the herd of skinny women which shows the "norm." The stereotype of black women having large butts is being perpetuated still today, even years after the KhoiKhoi woman. When will be learn our lesson?
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