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Sunday, June 19th 2016 will be a date that will lay in the hearts of Cleveland sports fans for the rest of their lives. On this day, the Cleveland Cavaliers finished the nearly impossible task of coming back from being down three games to one in the NBA Finals in order to give the city of Cleveland its first professional sports championship in fifty-two years. The team was led by LeBron James, Kyrie Irving, and company; together, they made history. After the championship many emotional advertisements came out about the city of Cleveland, but there is one that stands out the most. Nike, who endorse LeBron James and Kyrie Irving, released an emotional advertisement called “Worth the Wait,” targeting those who have been with Cleveland since the …show more content…
One possible interpretation is that the Cavaliers championship brought the people who lived within Cleveland and its suburbs closer together. Another possible interpretation is that that despite having to wait fifty-two years to see Cleveland win a title, it was all worth it to be able to witness it. Lastly the advertisement could simply be about the importance of a Cleveland championship. These are very possible interpretations of the advertisement. The most plausible interpretation is that seeing a Cleveland championship was worth the wait for many people. Many Cleveland fans had been waiting their whole lives to witness it happen. Many fans would always “There’s always next year” or “I’m used to it” whenever Cleveland had a losing season. Once they were finally able to see it was an amazing experience for those who have been fans of Cleveland since they were born. “Worth the Wait” is a very emotional advertisement produced by Nike. The advertisement shows the excitement behind Cleveland sports fans when they are finally able to see their team win a championship. The fans knew being able to see this happen would be worth the wait, and it was. Many of them had been waiting their whole life to see what they only thought was a dream finally come
I have always liked emotional commercials, they grab my attention and make me feel strong emotions while watching TV. Seeing Derrick Coleman’s commercial made me hopeful and made me feel like anything is possible. In the beginning of the commercial Coleman is a kid with hearing aids and he talks about how kids picked on him, how he was always picked last, and how his football coaches didn’t know how to talk to him because he was deaf. Everyone told him to give up playing football but he kept playing even when he wasn’t picked to play in the NFL right away. He trained hard and at the end of the commercial it shows him walking out on to the Seattle Seahawks field with the stadium lights glowing and everyone cheering. I believe this commercial had a lasting powerful effect on the people that saw it because it made you feel emotional, the story supported Duracell’s argument, and people admire and trust Derrick Coleman.
To the members of the support group Naïve People who are Addicted to Mass media and Believe Anything They Hear or Read Anonymous my purpose of being here today is to help you better understand how to analyze the mass media you come across. Mass media is the news, newspapers, magazines, the radio, and the television. The way I’m going to analyze it, is by rhetorical analysis. Rhetoric is how effective the writer is in persuading the reader by using speech and compositional techniques. In order for you to be able to become more apprehensive when reading information, I will be analyzing the ad for Vitaminwater featuring Kobe Bryant. Vitaminwater was introduced in 1996. It is a mineral water that is given out by Energy Brands. Like many sports drinks they use famous athletes to speak for them and promote them. Vitaminwater’s ad with Kobe Bryant is successful because it persuades people to buy their product because it’s, “The Most Valuable Power.”
Sonny Vaccaro, does that name ring a bell? Probably not, but not many people do. He is the man who developed Nike’s basketball shoe advertising strategy in the late 70s and early 80s. The most important thing he contributed was his advice to Nike before the NBA Draft in 1984. Nike was debating how to split up their funding between the top picks of that draft. The 1984 Draft included three future Hall of Famers in Hakeem Olajuwon, Charles Barkley, and none other than Michael Jordan. Sonny Vaccaro told the president at Nike that the only way to sign these players was to go all in on one of them, not splitting up budget between them. Then everyone at Nike asked him who they should go all in for, his reply was Michael Jordan. Not only did Vaccaro
The Jordan Brand attempts to communicate to its audience that to become legendary they need to understand that it is not about the shoes, but what it is you do in them. They do this by showing a number of star athletes performing when they were in college and high school to the narrator’s (Michael Jordan) words. This paper hypothesizes how it is the Jordan Brand attempts to bring their audience to the shared rhetorical vision of becoming legendary, through fantasy themes in their ad "It’s Not About the Shoes".
Derrick Coleman began the commercial a young, deaf African-American boy who was constantly made fun of and picked last for everything. At the end he was wearing his Seattle Seahawks jersey and making great money. The commercial takes viewers on an emotional roller coaster by starting out sad and ends by leaving the audience with great joy. The commercial connects with the audience by using emotion, the man’s man, and by sharing a success story.
Consumers must be aware of the changes that might occur in Nike through media and social awareness
The advertisement caught my attention because Lebron James is the best basketball player in the world and he is an overall good person. I was persuaded by that commercial and went and order some new Nike shoes online. I would say that I am an expert when it comes to sports so I was able to make an informed decision.
First, the commercial starts off with Kevin Durant pushing the ball down court in what appears to be the closing seconds of the game. Durant is being closely guarded by the Miami Heat’s Mario Chalmers, but he quickly gets passed him. Then Rashard Lewis attempts to guard him, but Durant gets past him with ease. Finally, Durant makes his way to the basket, but Dwayne Wade sees him trying to get the game winning shot and makes the last defensive effort of the game by meeting Durant at the rim. So both of them jump (with Wade trying to block Durant's attempt, and Durant trying to dunk the ball) and the end result is Wade blocking Durant's game winning dunk attempt, causing Durant to awake from a terrible nightmare. The commercial then transitions into Durant getting some early morning running in, the he goes to the weight room and does some weight training exercises, and finally his workout with going to the gym and getting ...
Creators want their commercials, tv shows, movies or articles to draw the audience in. They strive to get your attention using ethos, pathos and logos. A Nike commercial with LeBron James as the star did just that. The commercial about following through with your dreams and becoming big out of nowhere is spine chilling and inspiring.
Shoe Dog, Phil Knight’s memoir about creating Nike, is a refreshingly honest reminder of what the path to business success really looks like. It’s a messy, perilous,
In 2010, LeBron James held “The Decision,” a television special on ESPN, to announce that he will play with the Miami Heat. For Cleveland fans, it was like an arrow punctured their hearts, causing them to lose hope in everything. However, “The Decision” generated $2.5 million for the Boys & Girls Club of America, allowing them to renovate their buildings. In 2015, LeBron James announced that his foundation, the LeBron James Foundation, would partner with the University of Akron and JPMorgan Chase to help students attend college by giving them full scholarships to attend the University of Akron, ensuring their future is brighter than the stars that shine in the
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
In order to successfully grasp women’s attention, they shifted their branding and narrative process to targeting “feminine sensitivity” in order to gain a better appeal to women. In 1990, Nike executives created a team of employees together with Wieden and Kennedy, Nike’s advertising agency and revolutionised its strategy by focusing on the issues that “really matter to women”. What they did was shifting the way they appeal to women’s bodily consciousness through guilt to presenting the products not as commodity, but as concepts; the brand as experience and lifestyle. In the case of Nike’s advertisement, it referred to the “empathy/dialogue” campaign. By doing this, Nike “addressed athletics as a personal experience of growth rather than a path to glory and physical power” (Lucas 152) and eventually managed to corner the women’s market. Later in the late 1990s which is the rise of second-wave feminism, the movement sought to liberate women from constraining gender roles and gender discrimination of the patriarchal culture in which they lived and also railed for images, especially in advertising, that portrayed women as more than housewives and positioned them as equals to men. This is because “feminists had identified advertising as one of the key sites for the production of sexist imagery. Throughout the subsequent decades women voiced their anger about being treated like objects to be visually consumed.” (Gill 83) Hence, marketers have acknowledged that simply empathise with women is not enough and as a result, according to Cole and Hribar, Nike had to transform its image to a “good public citizen” (347-369). Nike’s co-founder, Bill Knight, specifies that he wants Nike to be thought of as a company with a “soul that recognises the value in human beings” and this idea of kindness gave birth the ad campaign “If you let me play”. The ad campaign