Nike, the Greek goddess of victory. An appropriate name for a company that was ranked #2, by Forbes, as one of the world’s largest apparel company. Since its inception 53 years ago, Nike has made a name for itself in the world of athletic apparel and footwear. Over the years, Nike has become a household name with much of its success attributed to its slogan “Just Do It.” The company was originally targeted toward male athletes involved in competitive sports but has since broadened its audience toward fitness “lovers” of all ages, genders and activity levels. Nike is known for its sponsorships of popular athletes, like Michael Jordan, Cristiano Ronaldo, and Serena Williams. In a commercial Nike released called “Come Out of Nowhere,” Lebron …show more content…
James lends his voice to a chilling black and white video focused around the struggles of young ball players. The commercials use of monochrome visuals haunting music, and celebrity voice over help to tell a story much greater than James’. Through the composition of these techniques, Nike is able to reach out and pull at the audience’s heartstrings. It successfully conveys its message to the audience by establishing a strong emotional connection, thereby strengthening the bond between consumer and brand. The commercial is shot like a short documentary. All the scenes are in black and white which helps to focus the audiences’ attention on the content and the story of the commercial, by eliminating distractions. Colors often distract viewers from the content by adding a new layer to the story that’s up for interpretation. We see certain colors as being symbolic of feelings and moods. Red often represents some form of intensity like danger, passion or anger. Blue, on the other hand, is more tranquil, symbolizing peace and stability. When using black and white, you eliminate the complexity that colors bring and instead make everything about the storyline. The simplistic nature of black and white scenes also allows for lighting and shading to be used more, which helps to develop perspective. The commercial uses low key lighting as a way to “isolate a subject” and focus the attention on where the director wants it to be at that time. Low lighting is often seen in documentaries and creates a dramatic, mysterious mood that draws the audience deeper into the storyline. The soft and natural lighting that is used also which makes the scenes appear more realistic and candid like they came from somebody’s camera. In addition to the lighting, camera shots help to set the mood of the commercial as well. The video uses a combination of camera shots to further develop the purpose of the video. #Long shots show a large portion of the background and establish the overall setting. In the commercial, these shots are used to give context to each player’s story. Whether that place is in the middle of a packed gym when the game is on the line or on the neighborhood court playing one on one. The second common shot the video uses are full shots which give the audience a complete view of all the people involved in a scene. The inclusive view encourages the audience to draw conclusions about the relationship between certain characters. For this commercial, full shots are effective in showing the divide between the young players and whoever is standing in their way. Close ups are shots zoomed in on one person’s face. This shot is useful in getting the audience to feel that person’s emotion and what they are going through. The player's close-ups illustrate the passion and pain they feel when playing basketball. When they overcome their challenges, the close-ups show elation and triumph, but not every moment is joyous. The close up of the boy who falls to the ground after a blocked shot shows the other side of basketball. When the players are exhausted and feel defeated. When they give their all to a game they love, just for it not to love them back. That close up makes the audience empathize with the player’s struggle and ultimately root for their success and redemption. Another element the director uses to develop a connection between the young players and the audience is the choice of music. “Background music has been used as an important and effective tool for enhancing consumers’ message recall and comprehension, and fostering positive attitudes.” (Park) The first thing you hear when the video begins is the soft melody of a song playing in the background. The music begins slowly but builds as the video progresses and at that point, you start to get a more upbeat vibe. A steady drum beat is incorporated and the monotonous phrase “I’ve got a long way,” is repeated in the background. Although, the song choice is not seen as your typical commercial music it “fits the message” and therefore encourages the “consumer’s focus… which in turn enhances message-encoding and memory.” The music centers the audience’s attention and sets the mood as a haunting yet empowering piece. The wave of mystery and uncertainty that is brought to this commercial through the music is a technique used in many documentaries. In fact, music is crucial in translating the emotional tone of the visuals and imagery to the audience. The commercial employs that same method and has similar success in being able to emotionally engage the audience into the storyline. In addition to the music, this commercial also emulates the way documentaries craft their storyline.
The video is produced and shot as if it were taken straight from the middle of a documentary. The middle act is usually when the protagonist faces countless obstacles and goes through a different period of their life. It’s used to draw the audience into the plot and makes them question the future of the protagonist. In this case, there isn’t one protagonist (although they are reminiscent of Lebron James) and they all experience some form of struggle relating to basketball. Whether it’s being too small or being a girl on a court full of guys. The music helps to set the overall tone of the piece, one of inspiration and triumph, one that emerges from overcoming the barriers that were set for you. The third and final act of a documentary is when we find out the protagonist’s fate. The question posed in the previous act is answered and conflict is resolved. Here the young athletes battled against physical hurdles, as well as the feeling of uncertainty. Each time they fought against the voice telling them, “You’re not supposed to be here.” As an audience, we asked ourselves, “what would become of these children?’ “Would the pressures become too much?” “Is the voice in their head right?” In the final 30 seconds of the commercial, those questions are
answered. All throughout the commercial, we saw references to Lebron James and his career. Some of the players were wearing his Cleveland Cavalier shirts and even the ones that weren’t still sporting 23’s on their jerseys. It’s this subtle repetition of numbers and images that make this commercial so inspiring. Although never explicitly stated, one can conclude that these struggling players represented James at one point in his life. The voiceover that is played represents the things he heard and internalized while growing up, trying to make it out of a small town. By alluding to this, James’ cameo at the end of the commercial is not only seen as a retort to those who said that he’s not supposed to be here, but also an answer to the question, “what would become of these children?” Just like James, they too shall overcome and become the person, people never thought they could be. All in all, I would say this commercial is effective in its goal to inspire the audience, especially young athletes, to keep fighting against all the negativity and barriers. The documentary format, chilling music, and Lebron cameo all work together to persuade the viewers not only to “Come Out of Nowhere” like James did, but also do it while wearing the Nike brand. The commercial is captivating and emotionally alluring, which is what makes it so memorable and convincing. You don’t have to be a fan of Lebron James or even basketball to enjoy the commercial because the message is relevant to all aspects of one’s life.
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
The warm summer evening. The butterflies in the stomach. The determination and desire to win. This is a moment that many young men experience - Little League Baseball. But, unfortunately, schools lacking funding are looking to cut costs by getting rid of youth sports. That is when Dick’s Sporting Goods, a company with resources to bring attention to this problem, steps up to bat. Their message is effective through the emotional and ethical tie it creates in the audience through the story of a young man who overcomes tragedy through succeeding on the baseball diamond. Relying heavily on pathos and ethos, this message touches the hearts of the audience, calling them to step up as well.
“you’re not supposed to be here” the first thing you here as the video opens up, “you’re not supposed to be here” that sentence easily gets manifested in your head. If someone says it enough times the person going after their dreams will start to believe this is true in this case, it was LeBron James. This is a form of ethos; it is your character and what you are supposed to believe whether it’s because everyone else says it or not. LeBron James for example and the other kids in the commercial could become
Similar to the first commercial Jackson had done, it uses ethos again by showing that they used a known celebrity in the branding of their products. Also, since the marketing was able to put a face like Jackson as the head of their campaign, it made buyers believe that because Pepsi got the King of Pop to like their drinks and even make a video persuading people to buy their drinks, it must be credible.
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.
A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between ancient mythology and modern technology, and manifested itself through the most successful shoe company of all time.
There are about seven billion people in the world. Individuality distinguishes everyone from other people. However, with the development of commerce, advertisement for products which becomes much widespread are influencing people’s individuality. Some advertised products which are designed for normal consumers decrease people’s individuality. Meanwhile, some other products that have been advertised to those at a very high social level make them more of individuality.
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
Phil Knight started his shoe company by selling shoes from the back of his car. As he became more successful in 1972 he branded the name Nike. In the 1980’s Nike Corporation quickly grew and established itself as a world leader in manufacturing and distributing athletic footwear and sports' attire. The Nike manufacturing model has followed is to outsource its manufacturing to developing nations in the Asia Pacific, Africa, South and Latin Americas; where labor is inexpensive. It quickly became known for its iconic “swoosh” and “Just do it” advertisements and products. Its highly successful advertising campaigns and brand developed its strong market share and consumer base. But, the road has not always been easy for Nike; in the late 1990’s they went through some challenging times when their brand become synonymous with slave wages and child labor abuses. During this period, Nike learned that it paramount that the company understands its stakeholders’ opinions and ensures their values are congruent with their stakeholders. Nike learned that their stakeholders were concerned with more than buying low cost products; their customers were also concerned with ethical and fair treatment of their workers. Because Nike was unwilling to face the ethical treatment of its employees, the company lost its loyal customers and damaged its reputation. Nike has bounced back since the late 1990’s and revived its reputation by focusing on its internal shortfalls and attacking its issues head on. Nike nearly collapsed from its missteps in the late 1990’s. They have learned from their mistakes and taken steps to quickly identify ethical issues before they become a crisis through ethics audits. This paper is based on the case study of Nike: From Sweatsh...
The commercial “Anthem” opens with inspirational music screening young adults living their lives alongside a Coca-Cola beverage. The series of clips demonstrates individuals tasting freedom. They share the product that gives them excitement, joy, and secrets that come together the moment they take a sip of the icy-cold drink. As the commercial goes on, the clips express fire, madness, smiles and fun through all stories shared by Coca-Cola. The trailer is suggesting that if the viewer buys this product, they’ll taste the feeling of life, love, and spontaneous adventure. Overall, the makers of the Coca-Cola commercial did an incredible job convincing me to buy the product and be included in all the smiles, laughter, and fun expressed by the citizens in our culture.
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
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
For the past twenty-five years, we have seen one of the most popular brand sayings become a part of our daily life. Nike started its “Just Do It” campaign in 1988 with the simple commercial advertisement of an 80-year-old man, Walt Stack, who runs seventeen miles each morning. This campaign is said to be one of the simplest slogans, but yet one of the most effective ones. While athletic apparel companies are struggling to captivate the attention of potential buyers, Nike has influenced the minds of its consumers with three simple words. As a consumer, we are persuaded though this campaign by several high-profile athletes throughout the years such as, Ken Griffey Jr. and Michael Jordan in the 90’s to Tiger Woods and the Williams sisters in the 2000’s. After too many celebrity scandals, Nike decided to campaign their “Just Do It” ads with everyday athletes. The media has interpreted the ‘Just Do It’ ads in many different forms, but mainly contributing a negative connotation with the athletes Nike selects and their irresponsible behavior. Ethically, this advertisement has been provided a confidence boost to a younger generation. Whether it was bad or good, this has been the outcome from this campaign.
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
In 2007, the National Basketball Association released a dramatic ad campaign with the supposed aim to make the sport of basketball seem more grandiose and magnificent. The television advertisements in this campaign call attention to influential people and specific moments in the world of basketball. The commercials end with the NBA logo followed by the phrase “Where amazing happens.”. Set to the popular piano piece Everyday by Carly Comando, the aesthetic these ads present is able to make the audience think about the game of basketball in an entirely different way. In a way that perhaps only the fans see it.