Changes for black women in advertising: a textual case study analysis of Serena Williams in recent Nike advertisements

Abstract

Serena Williams is one of the most famous tennis players of this era. The way in which she is represented has an effect on the African American community, especially women. Previous research has shown that AA women are shown as sexually grotesque , sassy, masculine, and angry. This study utilizes a qualitative research approach to analyze four print advertisements and four broadcast advertisements posted by Nike Inc. between 2016 and 2018. Through this research, it was discovered that although Nike Inc. incorporates tropes such as masculinity and the angry black woman, they utilize these ideas to positively shift the conversation and representation of Williams. Instead, they show her as powerful, strong, determined, focused, and dedicated.