Nike adds with African American athletes representing their brand are far more exploited than ones where Whites are representing their brand. Clearly Hook sees what advertising is doing here: They are through representing Otherness making their adds stand out, making them more interesting more desirable. Especially the one where the woman is posing naked. It is not only desirable because she reveals her naked body but because she is Other. Hook argues that this companies take this into regard and choose to have African Americans representing their brand because supposedly there are more AFrican Americans that desire Nike and to the White person it is more 'eye-catching'.

AHC - GK