Since the birth of communication, media has been used to convey information to those willing to absorb it. Beginning with publications and simple spoken words, and soaring to new heights in the twentieth century with radio, television, and the internet, media have been made accessible to people in every aspect of their daily lives. With such a strong hold on modern society, mass media have been able to shape popular culture and often influence public opinion. However, when abused, the power of media can harm the general population, commercials most especially. Sneaker commercials, such as Nike and Reebok, viewed on television this year and in the past years, have been encouraging young American athletes, particularly male athletes, to buy their new shoes every time there is a new style in the market. If a male teenager were to purchase all of these shoes, he would be bankrupt in no time at all. By spending their hard-earned money on expensive products, in this case Nike shoes, that they cannot afford, Nike keeps this demographic group of male teenage athletes from advancing to a better social class.
A particular Nike commercial which features Myzel Robinson, age 15, says that with the pair of Nikes he has on, he will race anyone and anything and beat them - "I'll race Lance Armstrong on his bike 100 meters. 200 meters. I'll race an All-American, All-State, World Class Athlete. You put 'em in front of me, and I'll race 'em. And I'll win. That's the story." This encourages young viewers, who do not know any better, to purchase these expensive shoes thinking that the shoes will give them the same mental confidence as the featured young athlete if they wear them. Of course, it is not possible for a pair of shoes to enhance a person's ability to perform well. .
Young male athletes are not the only ones being targeted in athletic sneaker commercials but also young woman athletes.
