Nike Commercials Analysis

A pair of shoes gives motivation, empowerment, and confidence. When you see a Nike commercial that's what it consists of. It makes the consumer want to feel like they're on top of the world. Nike is known for bringing in famous athletes for their commercials and ads. The athletes make people feel like they can be like them or as good as them. Nike really progressed with their commercial over the years. They made it feel more personal recently by showing us more about regular people than just their usually celebrities. In three Nike commercials that i've chosen I will explain how they bring in two Fowles appeals. Which are the need to achieve and the need to dominate (276.) You will also come to realize how these Nike commercials are more

In a Nike commercial from 2006 Called “Awake” it focuses on multiple people starting their day early. These people start their day off pretty normal with an alarm clock waking them up but with the need to achieve its pretty easy for them to get up in the morning. For example you see a women surfing and a guy running early in the morning because they are so passionate on achieving a goal. You also see people running, exercising, and playing a sport which ties in with Murray point that it need to achieve is “to accomplish something difficult. To overcome obstacles and attain a high standard. To excel one's self. To rival and surpass others” (282.) The people in the commercial you don't recognize. They’re normal people striving for one goal to become a better person everyday. They work to dominate the competition even if it's themselves. Nike is well known for their slogan in the end “Just Do It.” Nike uses this headline to sell their merchandise. This headline is considered a “slogan headline” according to Bovee et al (240.) Nike really knows how to get out a message under a minute with them adding everyday people you can relate to, but also adding music that gets you moving. Like what Bovee said “ if you message doesn't get through the first time, it won't get through at all”

Its starts shining a light on problems we are still facing in society today; “equality.” Nike wanted people to take them serious and they even brought in famous athletes. Which Nike brings in athletes to get you motivated but this time they trying to apple the need for attention on equality. For example; Fowles describes the need to for attention like “ The previous need involved being looked up to, while this is the need to be looked at” (283.) Many celebrities appeared in the commercial like; Lebron James, Serena Williams, Alicia Keys, and many more. But all these celebrities wanted to give a message that even though they are different qualities to person like color, race, or beliefs, people should be defined by their actions. In the commercial you see the people spraying lines on the ground, walls and cars. These “lines” are meant to be boundaries society sets to separate people, but the narrator really gives us improvement with the speech he is giving us. He gives equality to everyone. In the commercial you get the feeling that they are trying to get a serious message out to the public with the commercial being black and white and a soulful music playing on the background. Also you you get a view from a car from far away which is not easy. Bovee et al talks about how easy it can be to plan all these shots on a “storyboard” but when it comes to filming it can be very difficult (313.) The production crew might have