I really enjoyed this article and slide show, but I have to point out one little detail that irked me. In the slide about "associated user imagery," the author refers to one of the people in the Nike ad as "that gray-haired jogger lady." Well, I just need to point out that the "gray-haired jogger lady" so happens to be Joan Benoit Samuelson, winner of multiple Boston Marathons, as well as the Gold medalist of the first-ever women's Olympic marathon, which she won at the Los Angeles games in 1984 by a huge margin. I'm sure she wouldn't mind be characterized as a "normal person," but I think she deserves a little credit where credit is due, don't you think? :)

Well said

I don't think it's nitpicking to recognize that a jogger in an ad is or was a celebrity in her field. After all, we have seen golf and baseball legends advertising things for years. Why not feature a running celeb, and point her out as such?

I don't see where the author of this review meant to write anything in disrespect for Ms Samualson. In watching the video I noticed that no athlete was on camera very long, maybe 5 sec. The AD was for Nike's products, and to inform the viewers of the many activities their products would enhance. Nitpic? One opinion. If their "Runners" themselves, they may have a great respect for her and what she's accomplished, Give "credit where credit is due? After winning Olympic Gold and participation in several Boston Marathons, and others I'm sure. I don't think it would be an issue for her. Besides, anyone who is a Runner, serious or weekend fitness type, would most likely know who she is anyway, and all the non- runners, well, they couldn't care less. They may only put their Nike's on to walk to the local store to buy another 18 pack of their favorite "malt & hops " beverage. Then, return home, flop down in the recliner and turn on the Game, which is fine if that's what they like..........

Well, I like Ahoytheship's post for two reasons: first, it points out the inequality of famous male runner's names mentioned, so why not Joan Benoit Samuelson? Second, well even if Ms. Samuelson doesn't mind not having her name mentioned in an "analysis" of the ad she's in, or maybe some "non-joggers" wouldn't recognize her - there's still "some" people in the audience who would be interested in knowing her accomplishments. She's one more female role model that can be recognized for her achievements, whether in a big or small way. But in effect, to say that her accomplishments are unimportant by the line of thinking that well, "nobody would recognize her, and she wouldn't care anyway" is an assumption that's taking quite a leap. I, for one, think it's the principle of the thing. I, for one, am interested in what Ms. Samuelson's accomplished, and being introduced to Ms. Samuelson, even if I'm only a hobbiest and not a professional runner. I, for one, think it's about time that women are recognized more and we "de-myth" the notion of entitlement. Because I, for one, among others would like equal pay, recognition where recognition's due, and the debunk the myth that it's not important to point out women's accomplishments (the famous and not so famous). I don't like being marginalized, or just looking at women completely altered by plastic surgeons as my female role models. What did they do that's so important other than make themselves look better for the camera? I would rather hear something of something of substance in the media about women who do things that are inspirational. Even if it's in just an Ad. Because I don't think of myself as a "minority" and abhor the notion, which is exactly what the message of neglecting these "small details" relays.

Come on wake up people, `Grey-haired jogger lady` doesn`t sound insulting or disrespectful in a society where a father is mentioned sparingly as `My old man`. As for the article, excellent work of the analysis on the conceptualization of ads. A good yardstick.Having said that, it is good to know about Joan Benoit Samuelson`s incredible accomplishments.All the credits to her as well.