Empowerment?
Women have been moving in a direction of total badass, be yourself, take on the world attitudes. Women are beginning to feel more empowered than ever. Unfortunately as ads try to keep up with this awesome trend they fall short of what it truly means to be an empowered woman. Take these Nike ads for example: they imply that if a women wants to be good, wants to shine, or wants to "fit" she should buy Nike. Their goal is to show women killing it in the fitness game but the message they're sending with the quotes slapped across the ads is more of what you could call back handed empowerment. Women are beautiful and can shine and be good no matter if they enjoy being in the gym or not. Another ad attempts to play the natural beauty "makeups just makeup" card but ends up portraying makeup as something that will make you feel better, and more empowered. While this one isn't as bad as the Nike ones, it's still not to the level of greatness women deserve.