Gendered Advertising

http://xuth.net/blk/nike/

"My butt is big
and round like the letter C
and ten thousand lunges
have made it rounder
but not smaller
and that's just fine.
It's a space heater
for my side of the bed
it's my ambassador
to those who walk behind me
it's a border collie
that herds skinny women
away from the best deals
at clothing sales.
My butt is big
and that's just fine
and those who might scorn it
are invited to kiss it."

This nike advertisement has blatant gendered qualities.  It is a printed ad that is completely dedicated to the discourse of a woman's bottom.  A large bottom is desirable for more women of this generation.  If you want to be an attractive female, having a large toned bottom is one of the defining features.  This is mainly based off of the male gaze in society today.  Women are often objectified and they usually perpetuate their own objectification by viewing themselves and living in such a way that would potentially please a man.
Nike is using their advertisements to play into socially gendered norms in order to sell their products.  This ad is catering to women.  The message being sent is: "If you buy our products, you will have a toned butt" and subsequently "you will be noticed by men".
This advertisement and the message behind it is potentially very harmful for young people because it is teaching gender.  It is teaching that what it means to be a woman is to have a big butt and other beautiful features.  It emphasizes outward appearance and forces young women to abide by normalized qualifications.  (Not to mention the lesson's young men are receiving by the same commercial: a woman  will always cater to your pleasures).