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
Nike Case Study
The creators of Nike Phil Knight and Bill Bowerman began in 1964, they used be name Blue Ribbon Sports. Little be known an athlete and track coach at University of Oregon would be on their way to create one of the most well known athletic brands today. At first, they began as an athletic Japanese shoe supplier and then eventually became what we know now as Nike. To this day they are the main supplier of athletic clothing, shoes, accessories today!
Mega brands like Nike have been described as mediums for of globalization and technology for years. Nike being a flexible brand, elevated to the next level. The end results for Nike was innovating ad campaigns, superstars like basketball legend Michael Jordan, expansion of mega stores such as Nike Town, and Nike World campus. The Nike swoosh is meanwhile believed to be the most recognizable brand icon or corporate logo, conveying "Nike" without the need of words. The swoosh was designed by a university student attending a class taught by Nike CEO Phil Knight. (Amran et al., 2014).
Since being founded in 1962, Nike has grown from a small fledgling shoe retailer into a world-wide corporate giant. During its first year, sales for Nike were $8000, but as of November 30th, annual sales for Nike were over 12 billion dollars. (hoover) Although Nike already dominates the sporting world, there are many opportunities for growth. According to our research, key strategic challenges facing Nike are increased competition from Adidas with their technological shoe, the Adidas One, and a potentially fatal inability to enter a new growth market such as the extreme sports market. Our recommendations to help Nike confront these challenges consist of developing a product to remain competitive with Adidas, and also an aggressive move into the extreme sports market.
Nike's ads, like many other businesses, require interpretation. Some of their commercials go on at the conscious level, some unconsciously. I have a constructive point of view in that I view meaning as interplay between text and the reader. Texts are full of indeterminacy, which require the reader's active interpretation. Thus, readers of advertisements bring with them a surface knowledge of the language as well as a set of preconceived ideas about how to relate the ads to themselves.
In order to successfully grasp women’s attention, they shifted their branding and narrative process to targeting “feminine sensitivity” in order to gain a better appeal to women. In 1990, Nike executives created a team of employees together with Wieden and Kennedy, Nike’s advertising agency and revolutionised its strategy by focusing on the issues that “really matter to women”. What they did was shifting the way they appeal to women’s bodily consciousness through guilt to presenting the products not as commodity, but as concepts; the brand as experience and lifestyle. In the case of Nike’s advertisement, it referred to the “empathy/dialogue” campaign. By doing this, Nike “addressed athletics as a personal experience of growth rather than a path to glory and physical power” (Lucas 152) and eventually managed to corner the women’s market. Later in the late 1990s which is the rise of second-wave feminism, the movement sought to liberate women from constraining gender roles and gender discrimination of the patriarchal culture in which they lived and also railed for images, especially in advertising, that portrayed women as more than housewives and positioned them as equals to men. This is because “feminists had identified advertising as one of the key sites for the production of sexist imagery. Throughout the subsequent decades women voiced their anger about being treated like objects to be visually consumed.” (Gill 83) Hence, marketers have acknowledged that simply empathise with women is not enough and as a result, according to Cole and Hribar, Nike had to transform its image to a “good public citizen” (347-369). Nike’s co-founder, Bill Knight, specifies that he wants Nike to be thought of as a company with a “soul that recognises the value in human beings” and this idea of kindness gave birth the ad campaign “If you let me play”. The ad campaign
UA’s perceived strengths are in their expansion into new product lines and their use of new technology to improve their products. They also target specific markets. However, according to industry analysts, a weakness could be that they are very dependent on US sales and also depend heavily on a limited number of distributors such as Dick’s Sporting Goods and Sports Authority. Another possible weakness is that the company may be spreading their resources by going after powerful competitors like Nike, which is known to have greater resources to compete in the area of footwear where Nike dominants. As an example the company was unable to woe away Kevin Durant from Nike which could be interpreted by customers that UA is not yet in Nike’s league.
It is shocking the extravagant amounts of money that companies are willing to pay to advertise their products. From spending millions of dollars a second to have a commercial air during the Super Bowl or hiring a well-known face to support their product, companies are willing to do whatever it takes to get their brand out there. Br...
The name Nike is derived from the Greek goddess of victory which is exactly what Nike has over its competitors. Nike has been around for 53 years starting in 1964 and is the leading revenue sports goods company in the world with 34.35 billion US dollars in revenue in 2017. It is not only the biggest sports brand but also one of the three largest apparel companies in the world along with Christian Dior and Zara. It is such a prominent brand that almost everyone has used a Nike product in their lifetime. CEO Mark Parker wrote, “like athletes all over the globe, Nike’s future holds nothing but limitless potential”. Everyone is confident in Nike and their ability to continue creating and producing high quality products that everyone can enjoy.
In the quantitative research, we can collect the data, such as frequency of view, click through rate (CTR) of our blog and associated website. Moreover, it is easy to do some statistical analysis when design a questionnaire for the public. For the qualitative research, individual interview and focus group interview are the core part of measuring procedure which provide direct feedback to the brand. Base on the different between both interviews, the range of focus group data are often deeper and richer than individual one-to-one interviews (Rabiee, 2004). Every message and slogan on our television ads, print ads and campaigns can support our brand reach the “on-message” awareness goal. For the brand attitude, which about what a customer want the product be like. We want to bring customer a balance lifestyle while providing comfortable and confident Cobra Yoga