1.0 Introduction
The subculture chosen for this report is; Aspirational Fitness Goers. In further detail this subculture is derived from a broader cultural group of Fitness. From here this culture is spilt up into many degrees of ‘Fitness’. Aspirational Fitness Goers are those people, mainly young women, that aspire to the idea of being fit and healthy, however; require a high degree of ongoing motivation and reminders that this end goal of being fit is attainable. This subculture consumes large amounts of time on leisure activities such as watching television and exploring the internet. Markers associated with this subculture are difficult to identify externally. Some external markers include; wearing fitness clothing either branded or non-branded during the day to give the illusion of being fit to those on the outside, this subculture tends to attempt at being motivational; for example, setting an alarm or scheduling the day around some form of fitness such as going for a run, however, never actually fulfilling the proposed fitness ideal. This subculture tends to fall into traps purchasing; fitness books, supplements, fitness applications, et cetera.
This report focuses on the Nike brand and their targeting towards the Aspirational Fitness Goer (AFG). The main advertisements looked at link with their Find your Greatness and Endless Possibilities campaigns, both campaigns with the main goal of highlighting the everyday person’s ability in themselves to achieve an end goal of going out there and doing it. Focusing on one main advertisement (link shown; appendix 9.1), that has “a series of different challenges and scenarios unfold, each pushing her - and those watching - to defy their limits and boundaries” (Nike,inc, 2013).
2.0 ...
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...er. Nike does not push their products on you through their adverts, rather encouraging people on a deep, personal level to challenge their perception of what is greatness and the possibilities of life. In turn, allowing consumers to form a positive brand association and greater brand retention. You are more likely to remember an inspirational advertisement that challenges you to greater thought over an advertisement pushing their different products. Overall, Nike develops well thought advertisements that cause people to think about their own lives and how they can go that extra mile.
Works Cited
Chitty, W., Barker, N., Valos, M., & Shimp, T. (2012). Integrated Marketing Communications: 3rd Asia Pacific Edition. Australia: Cengage Learning.
Nike,inc. (2013). Nike inspires women to #Justdoit. Retrieved from:
http://nikeinc.com/news/nike-inspires-women-to-justdoit
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
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.
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.
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
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.
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.
"LA Fitness grew out of three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to get together to jointly manage these clubs, with the aim of building up a network of gyms with first class facilities. In 1996 they created the LA Fitness brand and the following year they joined the top ten health and fitness club operators, catering to a wide variety of people of all shapes and sizes and with a huge range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided they needed more control - they wanted to make sure LA Fitness could continue to provide affordable membership and a fun environment for its growing band of members. LA Fitness now has more than 88 clubs and over a quarter of a million members all over the United Kingdom" (LA Fitness, 2007).
The message being conveyed, throughout this advertisement, “No Excuses”(NIKE), is that if you really want something bad enough you will do it as opposed to finding an excuse. This commercial can be used as a tool and provide individuals with motivation and inspiration. As humans sometimes we allow excuses to begin controlling our lives but we need to get up and work hard to achieve our goals and this commercial serves as the additional push we require in our general public.
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
...fected by print advertising even if they don’t realize it. Nike uses all different forms of advertising to appeal to all audiences.
Nike's ad, "MAKE YOURSELF FIT," gives a strong central message that the female athlete is the only one who can take control of her life by getting fit. The bold, white, simple copy relays a message that excites the reader. The aggressive illustration motivates women to have confidence that they can get a body just like Sofia Boutella. The dominant design catches the female reader's eyes across the entire two page ad. Nike's message gives women the motivation and excitement that they need to accomplish their dream body by wearing Nike.
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.
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
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.