Logos, also called logotypes, are a graphic representation or symbol of a company name, trademark or abbreviation, often uniquely designed for ready recognition (Dictionary. Another common theme of the Nike advertisement campaign is their logo, the swoosh. ” These two types of graphics elements are some of the key elements that help consumers recognize the Nike brand. The ad shows a picture of these shoes, and only the words “ The Six. Another more recent ad that has this same format is one that advertises for LeBron James’ sixth pair of basketball shoes. Only the shoes were present on the page, with a sentence or two of text, and a logo coupled with the slogan in the corner. These ads depicted various kinds of shoes, whether they are running shoes, tennis shoes, or basketball shoes, and that was it. In the 90s, for example, Nike published a series of ads promoting the new air max line. For years Nike has taken the route of very plain ads, making the shoe the most exciting thing on the page. This is done primarily with athletic shoe advertisements. Another approach Nike has used for years is to show only a picture of the product they are trying to sell. ![]() Consumers may feel like they are not serious about their sport, or aren’t giving their best effort if they aren’t wearing Nike. This is the kind of dedication that people respect and want to emulate. She ignores her car because she is so dedicated to running. The consumer gets a feeling that this is an intense and dedicated athlete. The house and the car both look neglected. They print ads that show athletes with the intensity that everyone wishes they possess in regards to their sport (Center for Applied Research).įor example, one Nike ad, entitled Inner Drive, shows a woman in brightly colored running gear stretching in front of her house before she runs. Nike has also always used, and continues to use guilt to sell products. ” Nike is using LeBron, as a star athlete to sell their product. The Nike swoosh is present followed by words that say, “Prepare for combat. One ad, for example, shows a shirtless LeBron James against a black background holding a basketball. ![]() Nike frequently uses pictures of individual athletes or an entire team of athletes, usually wearing Nike products, to promote their brand. Sometimes, very little words are necessary when a good picture is present. Many printed advertisements rely on pictures to get the intended message across. Graphics are a big part of printed advertisements. ![]() This superiority that comes through in the ads is what makes us pay attention to Nike in both in regards to marketing as well as sports products. These ads focus on the intense inward focus of a supreme athlete. They are heroic, noble, fierce looking people (Gould). They rarely focus on the product, as much as the people showcasing them. Nike seems above the world, having advertisements that do not focus on current events. The “Just Do It” ad campaign is one that has been known for its detached, determined and unsentimental advertisements (Center for Applied Research). Nike has done a wonderful job at portraying themselves as a superior sports apparel brand. Consumers will pay more money for a product they think is manufactured well. They have achieved this through superior brand management. Nike has been one of the few brands whom continue to grow explosively even in the currently upturned market (Kapner).
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