This research is conducted to investigate Girl Power values represented in the Dream crazier Nike’s advertisement. This research also investigates how the representation contributes to the maintaining of women empowerment through Girl Power values in American society. The research applies a qualitative descriptive approach in collecting and analyzing the data. The primary data were taken from YouTube Nike officials using purposive sampling and the secondary data were taken from news that related to this research.
The finding of the observation are discussed using semiotic theory to understand how Girl Power values represented in the Nike’s Dream Crazier advertisement. This research also applies feminist theory to analyze the representation contributes to maintaining the idea of women empowerment through Girl Power values.
This research shows Girl Power, depicted in Dream Crazier Nike advertisement, created three Girl Power values. These representations break the stereotype of women as nurturing mothers, dependent on men, and alluring seductresses. These representations contribute to the maintaining the idea of women empowerment by showing that women are seen as equals and are respected in this century. Women are no longer considered inferior than men.
Keywords: Representation, Girl Power values, advertisement
