I was first introduced to this advert by a student in my Dance, Politics and Identity class and would like to share it with all of you.
As someone who has several family members who have gone 'under the knife,' I like the subversive potential of the message, especially for the bourgeois Latin American culture that it was initially geared towards, yet the you-tube commentary (as well as my student's paper) point to the fact that these dancer bodies do not necessarily have to worry about corporeal enhancement because they are already physically fit and adhere to aesthetic ideals. Nevertheless, dancer bodies have to work and sweat, they don't automatically exist as 'beautiful' or 'ideal.' Cultural labor (the actual labeling, setting up and rendering of the aesthetic ideal), and physical labor (dancing/working out 6 days a week, every week) operate in the rendering. So, I leave you with the video. Let the commentary, conversations, analysis, and dance theory begin.
Nike Women Ad
