Athletes all across the globe have more influence than they might think. Not only do they set standards for the game they play but also for the way people live by influencing the character that people portray in their everyday lives. Nike, a very dominant company in the sports world, constantly present advertisements that show what a true man looks like. In this Nike advertisement that features Didier Drogba, the advertisement uses many different elements that convey the idea that masculinity means being athletic, skilled, talented, determined, dominating, and overall successful. The moment that is captured in this advertisement helps define masculinity by using famous athletes, the setting of the advertisement and stance of the players, and …show more content…
Drogba is inching his way to the goal while defenders are trying to stop him but, one after the other they fall victims to his skillful moves. The opponents are left in a trail of defeat as Drogba is effortlessly and gracefully moving past them and they are left dumbfounded. Their stance is weak and fragile while Drogba’s stance is powerful and dominating. He is in the air controlling the ball, which is not a simple task to do, especially since there is someone running at him at full speed and trying to tackle the ball away from his feet with all his force. The stance that Didier has is accompanied by lighting that is focused mainly on him. His glory is captured in a way that idolizes his achievement. Not only is the light is focused on him while he’s in the air leaping, but also while all the cameras are pointed at him hoping to capture this perfect moment. In the advertisement, Didier is praised for his hard work and effort. It is hard to look away when his presence is near and even though he is aware of this attention, he is unbothered by it because his determination to be successful is much more important than anything else. Overall, Drogba is focused on what he wants and keeps a humble perspective towards the praises he
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
Sporting has been a staple of the Nike brand since it began in 1964 and has remained that way ever since. Recently Nike has launched the “Short A Guy” campaign, with a commercial promoting the cross-sport gear that Nike has to offer. The 90 second commercial follows a boy who’s continually invited to join sports team “short a guy”. This commercial begins at a basketball court when a young boy riding a skateboard is asked to join their basketball team. And throughout the commercial he wears a multitude of Nike gear in order to play each sport.
These athletes ask the boy if he wants to join in in order to endorse their products. Athletes such as Andrew Luck for football, Mia Hamm for soccer, Mike Trout for baseball, Anthony Davis for basketball, and Misty May Trainor for volleyball. They even use Yama, Japans heaviest sumo wrestler, at six feet four inches and almost six hundred pounds. This adds humor to the commercial along with the idea that Nike’s audience is worldwide. It highlights Nikes promotion of the body imagine campaign, focusing on that you do not have to look a specific way to be a professional athlete. The usage of these world class famous athletes promoting Nike appeals to ethos, thus providing Nike with credibility that their products must be made of greatness. The commercial indirectly appeals to logos when Nike states that these people who are known for their great athletic achievements use Nike so they must be of good quality. Therefore, Nike is saying that these are the facts based off of them promoting their
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.
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.
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.