This semiotic analysis of early Nike women’s advertising explores the evolution of the women’s brand from its launch in 1990 through 2000, and includes twenty-seven print campaigns. The semiotic analysis is enhanced by in-depth interviews of the creative team. The study is framed by a single research question. What symbolically ties these ten years of advertising into a cohesive whole and how? ultimately, three distinct mediated communities emerge. The story behind these communities, expressed semiotically and orally, suggests that the power (...) of this advertising lies in its mediated construction of community life. The resonance of these ads is rooted in the creatives’ ability to construct signifiers that reflect the cultural and social experiences of women, with storytelling as the single most binding force across this ten-year period. (shrink)

This semiotic analysis of early Nike women’s advertising explores the evolution of the women’s brand from its launch in 1990 through 2000, and includes twenty-seven print campaigns. The semiotic analysis is enhanced by in-depth interviews of the creative team. The study is framed by a single research question. What symbolically ties these ten years of advertising into a cohesive whole and how? ultimately, three distinct mediated communities emerge. The story behind these communities, expressed semiotically and orally, suggests that the power (...) of this advertising lies in its mediated construction of community life. The resonance of these ads is rooted in the creatives’ ability to construct signifiers that reflect the cultural and social experiences of women, with storytelling as the single most binding force across this ten-year period. (shrink)

This semiotic analysis of early Nike women’s advertising explores the evolution of the women’s brand from its launch in 1990 through 2000, and includes twenty-seven print campaigns. The semiotic analysis is enhanced by in-depth interviews of the creative team. The study is framed by a single research question. What symbolically ties these ten years of advertising into a cohesive whole and how? ultimately, three distinct mediated communities emerge. The story behind these communities, expressed semiotically and orally, suggests that the power (...) of this advertising lies in its mediated construction of community life. The resonance of these ads is rooted in the creatives’ ability to construct signifiers that reflect the cultural and social experiences of women, with storytelling as the single most binding force across this ten-year period. (shrink)

This study is rooted in the research traditions of cultivation theory, construct accessibility, and availability heuristic. Based on a survey with 221 subjects, this study finds that familiarity with direct-to-consumer (DTC) print advertisements for antidepressant brands is associated with inflated perceptions of the prevalence and lifetime risk of depression. The study concludes that DTC advertising potentially has significant effects on perceptions of depression prevalence and risk. Interpersonal experiences with depression coupled with DTC advertising appear to significantly predict individuals’ perceived lifetime (...) risk of depression. The study ultimately demonstrates that DTC advertising may play a role in constructing social reality of diseases and medicine. The findings strongly suggest that the social cognitive effects of DTC advertising are far-reaching, impacting pharmaceutical marketing strategy as well as presenting issues regarding public health and the business ethics of advertising drugs to consumers. (shrink)