Avoiding Stereotypes In Advertising

Lives today are full of distractions; television, cell phones, tablets, social media, and everyday tasks create endless excuses and, not so logical, obstacles that hinder individuals from being active. America has the highest rate of overweight citizens in the world, so Nike’s simple solution, written plainly in black and white, is to “Just Do It”. No excuses, no self-constructed barriers, just get up and be active, and oh by the way, Nike products can help make it even easier. The bold, in your face, white lettering demands attention, against a solid black backdrop. Using all capital text, Nike is seemingly yelling at its audience with an authoritative voice to “Just Do It”. As if a mother was instructing her child to do chores, and ending his/her rebuttal before it has been voiced, by saying “Period. End of story. Just do it”, the enormous period in the ad is emphatic. Instead of the Nike symbol being the main focus, by making the words appear larger than the well-known sign, the message is presented as the imperative idea, which leads the spectator to feel as if they are being encouraged to be active more so than to buy Nike products.

Using no specific photograph, only the blackened slate, as its canvas allows all geographic populations to imagine scenes that appeal to their own likings. Having no human specimen present, the print calls out to every gender and race all at once. No matter who you are or where you are, you can "Nike", ("Just Do It"). The same thought is being applied to the products being sold; Nike products can be used by anyone and anywhere. We've all witnessed the numerous age, gender, and race targeted commercials and advertisements that showcase mountains, streams, woods, and parks in the background produced by Nike, but this one, similar to its message, has no