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Adidas commercial analysis essay
Adidas commercial analysis essay
Nike adidas business analysis
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The company Adidas, founded in 1949, is a sports clothing company that has grown immensely by using celebrities to sell their products. Advertising through the use of ads and commercials is how companies, like Adidas, show off their products and persuade consumers to buy their products. Advertisements show up on social media sites to help expand their audience to younger buyers as well as older ones. Some advertisements of Adidas on Facebook have sparked negative thoughts about the company through the comments that the users post. This commercial shows the battles and success of NBA all-star James Harden while incorporating the slogan for Adidas, “Creators Never Follow”. I will be analyzing these negative comments to potentially get some …show more content…
Created in Europe, the majority of the products that Adidas assembles are soccer related since soccer is the most popular sport in Europe. It was in the early 2000s that the company decided to move to the USA to compete with Nike and began to sign the top athletes in the world to endorsement deals. They signed NBA All-Stars Damian Lillard and James Harden as well as arguably the top soccer player in the world, Lionel Messi, to $200 million deals each. The company has two different slogans that incorporate a high level of work ethic into their products. The slogans are “Impossible is Nothing” and “Creators Never Follow”. In a commercial showcasing Harden, it shows how Harden has to ignore his haters and work hard in order to achieve his goals. He uses known quotes that can be branched off of the Adidas slogan, “Creators Never Follow” such as, “Be who you are,” and “Those who mind, don’t matter. And those who matter, they don’t mind at all.” This commercial depicts ethos because Harden started off as a sixth man, meaning he didn’t start, and had to work his way up the rankings to become a starter and eventually, he became an all-star starter. His credibility allows him to say that he created his own path by working hard rather than following in the footsteps of someone else. In fact, at the end of the commercial, he turns and looks straight into the camera and asks, “You still …show more content…
One user stated that, “I have had the worst customer service experience ever that I have ever had with a company,” and goes on to explain her story about the customer service flaw she had. Another comment about the company rants about dealing with fraudulent purchases and ending with the line, “Be very careful as you will be screwed by them!!!” Both of these comments use a lot of pathos by using their personal experiences. More than one comment explaining the flaws of the Adidas Company might drive people away due to consumers wanting to get the best and get it as easily as possible. One comment addresses the company directly in a letter type comment stating, “Dear Adidas, When are you going to make new Ultimate Frisbee cleats?” This user obviously likes the Adidas Ultimate Frisbee cleats because he is asking when the new ones are going to be made or come out. The positive comments said on this ad could help enhance the company by using them in commercials and allowing other users to see the comments and realize that the company of Adidas isn’t all bad like most people are making it out to be. Overall, the comments of certain users, or even internet trollers, shouldn’t determine what the average consumer should think about the
It was established in 1964 by Bill Bowerman and Phil Knight the organization used to be called Blue Ribbon sports until the point that 1978 when they changed the name to Nike. The logo was designed by Carolyn Davidson in 1971. The logo used to be called “the strip,” which then became to be known as the “Swoosh.” The slogan “Just Do It” has been popular for quite a while now; truth to be told it was rated the top 5 ad slogans of the 20th century. The logo seems to be very simple, but it took Davidson 17.5 hours to design the logo, and it was also denied many times by the owners of the company. On the other hand, Adidas began in Germany as a little sportswear organization. The organization manufactures various types of gear and attire, for example, referee uniforms and tennis rackets. The organization's logo is a straightforward three stripes which the proprietor alludes to as "the three-stripe organization". At that point came "the Trefoil," which was Adidas' second logo which speaks to that their organization is bigger and more assorted. Similarly, there is "the three bars" which is intended to look like a mountain. The organization thought of this logo since they needed to give the logo some
How naive are product consumers today? People assume things are factual without questioning the credibility of a person or product. An article in “The Onion” mocks advertisers in a satirical tone to show the bizarre tactics companies use to market their products to customers. The author writes on the topic of “MagnaSoles” shoe inserts, a fictional brand used for his demonstration. He uses devices such as humor, false authority/science, and irony to display the outlandish strategies of advertisers.
Adidas uses pathos to convince their audience to buy their product. In the ad they use a message to draw in their attention by trying to use the message or something that the audience can connect to. Then the audience has an emotional connection to the message and starts to pay attention to the ad and is convenienced that they want the product. Adidas uses an emotional approach in the ad because they
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.
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
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.
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
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.
Since its inception in 1949, adidas have been a leader in innovation; which is also their main competitive advantage in the market place. Along with innovation, the company differentiates itself in the market place with its strong brand equity, supported by a strong global marketing and advertising program.
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
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
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Retailers are constantly breathing behind consumer’s necks to persuade the individual that their brand is the best. In a result, these retailers are hoping the shopper will give in, buy the product(s), tell another friend about the brand, and push them to buy/show off the name. It is an ongoing and viscous cycle for individuals to keep their self-image updated with society. Moreover, the pressure to be accepted by others is influenced by buying a name brand item to avoid a negative response from peers. Jim Guest, author of Consumers and Consumerism in America Today, explains “In the current economic climate, consumers are constantly pressured to buy expensive, often unnecessary products and serves, and to live beyond their means” (148). A major reason for the overconsumption of brands are due to the popularity of brand ambassadors. As consumerism continues to grow, companies are becoming smarter and smarter; they will hire celebrities to endorse their brands and create an image of superiority for others to follow. To name a few examples, LeBron James, a professional basketball player, is endorsed by Nike; Carl’s Jr., a famous fast food chain, displays ads with beautiful models in bikinis eating their burgers; Kim Kardashian, a famous celebrity and fashion mogul, has endorsed Skechers sneakers. These are a few big named celebrities that
Advertisements are located everywhere. No one can go anywhere without seeing at least one advertisement. These ads, as they are called, are an essential part of every type of media. They are placed in television, radio, magazines, and can even be seen on billboards by the roadside. Advertisements allow media to be sold at a cheaper price, and sometimes even free, to the consumer. Advertisers pay media companies to place their ads into the media. Therefore, the media companies make their money off of ads, and the consumer can view this material for a significantly less price than the material would be without the ads. Advertisers’ main purpose is to influence the consumer to purchase their product. This particular ad, located in Sport magazine, attracts the outer-directed emulators. The people that typically fit into this category of consumers are people that buy items to fit in or to impress people. Sometimes ads can be misleading in ways that confuse the consumer to purchase the product for reasons other than the actual product was designed for. Advertisers influence consumers by alluding the consumer into buying this product over a generic product that could perform the same task, directing the advertisement towards a certain audience, and developing the ad where it is visually attractive.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.