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Nike brand essay
Critical analysis of nike brand
Critical analysis of nike brand
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Nike Make Yourself Analysis In fall 2011 Nike came out with a campaign emphasizing the empowerment of female athletes entitled the Nike Women: Make Yourself campaign. This campaign portrays passionate, elite women that show characteristics of strength, dedication, health conscious, perseverance, and represent individuals from a variety of different sports and lifestyle. The ad featured seven women athletes, and the main marketing effort was to encourage women to want physically to become "the best version" of their selves. What motivates you to be your best? Can you fill in the blank? Just because it is an athletic advertisement does it just encourage you physically or are you challenged to become a better person as a whole.
Personal Perspective
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The print and visual advertisements of this Nike campaign feature athletes expressing and presenting their success. Brought together by Nike from a variety of sports and different walks of life, they are authentic, charismatic and committed women who embody the Make Yourself philosophy - with hard work and dedication anyone can overcome obstacles to improve their lives and reach their goals. The team features USA track and field Olympian Allyson Felix, Chinese tennis player Li Na, Algerian- French dancer Sofia Boutella, British hurdler Perri Shakes-Drayton, Russian-born tennis star Maria Sharapova, USA goalkeeper Hope Solo and Australian surfer Laura Enever. As part of the Make Yourself campaign, the team shares their inspirational life stories, fitness routines, and goals to encourage women across the world to put a stake in the ground and start making themselves too. (Nike News - Nike Make Yourself Team. (n.d.). The goal is to embark their values upon the viewer. In examining the language of their messages, we see how this campaign defines the Nike brand as one of self-empowerment. Then the athlete expresses emotions by using graphic text that these athletes are making themselves "proud", "Shine", and "hot", the advertisement is connecting these values of personal improvement and hard work with …show more content…
The Make Yourself Campaign closely relates to the philosophy of hedonism. The ads are a similar example of the "live for today" euphemism. The images reflect moderation in that the photographer chose only inspiring pictures of the models. The choices for the ads can be justified because they cause no harm to the audience. Even though the images are not offensive Nike has one of the main aspects of hedonism because one of their primary goals are monetary gain. Another ethical perspective that this campaign associates with is the Golden Rule. The Golden Rule philosophy states that an individual should be as humane as possible and never harm others by insensitive actions. The images are created from athletes that come from many different walks of life that have many different values and cultures. But even though the differences exist there is no evidence of what each feels in their daily
The notion that WUSA executives had was that their franchise would automatically attract fans and consumers because of the United States Women’s National Soccer Team’s success in the previous 1999 Women’s World Cup where they defeated China on home soil. This World Cup victory created a solid fan base that reached not only the youth or next generation of female soccer participants, but mainstream America as well. The research performed illustrated the multiple errors executed by the organization that eventually led to its downfall. Lasting only three seasons and lacking the coverage necessary to continue the team’s noble status, WUSA’s failure to pull corporate sponsors led to the organization’s decreasing revenues and increasing expenses (Southall, Nagel & LeGrande, 2005). Leading up to the ’99 Women’s World Cup, Nike released a commercial featuring Mia Hamm of the Women’s National team competing against NBA sensation, Michael Jordan. The ‘Anything you can do, I can do better’ theme played into the minds and heart of the nation which proves how effective and essential major sponsorships can be. Thus, the lack of corporate sponsors was the ultimate check that WUSA could not cash. Although the ’99 match was considered a “once in a lifetime event,” the methods
The celebrity make-up of this commercial, consisting of stars such as Michael Jordan, the Manning brothers, and Serena Williams, is the main convincing point of this ad and that factor of credibility alone could convince a consumer to buy the product. However, that is not Gatorade’s main message. Normally, a company tries to project these endorsers as larger-than-life figures and ordinary people cannot help but feel inferior to them. This ad does the exact opposite in the sense that it humanizes these athletes and only talks about the failures in their careers. The ad begins with
For example, Nike has introduced a new commercial that has caused quite a stir among critics. The title of this commercial is 'Beautiful';. The thirty second spot, created by longtime ad agency Wieden & Kennedy, debut nationally on October 12 during the National League Championship Series and will air into November. What this ad focuses on is a handful of athletes who have each suffered serious scarring or physical trauma while participating in their sport of choice. The spot is filmed in black-and-white, accented by a haunting rendition of the song 'You Are So Beautiful To Me,'; and featuring close-ups of injuries suffered by both elite and so-called 'everyday'; athletes. It closes with the 'Just Do It'; message followed by the Nike Swoosh.
In conclusion, we can see how everything presented in an advertisement can actually have an impact in the people. Although the company’s target was to sell their product, their way of transmitting the message to the people also fortifies the stereotype. Thus, the media today does abuse the power of stereotyping in order to gain a favorable reputation. Everything they present in the ad, from symbolism to the lifestyle of the characters, race, age and gender, has an effect on strengthening the stereotype. In this case, women are perceived as emotionally drained, weak and incapable, although now a days that characterization is trying to be broken because women are much more than that and can actually get to achieve greater things.
Female athletes, unlike males, are not always portrayed exclusively as performance athletes, instead attention is placed on sex appeal usually overshadowing their on-field accomplishments. Unfortunately female sports, like male sports, are directed primarily to a male audience, the media commonly use marketing techniques which involve sexualisation of the female bodies under a male gaze (Bremner, 2002). The idea that “sex sells” is used to generate viewers and followers of female sport.
In a society where the sports marketing industry predominantly targeted men, Nike sought to go against the status quo and empower young girls to encourage them to participate in sports. Nike identifies the social issues of gender inequality by attacking the stereotype that young girls should not be encouraged to engage in physical in sports. The campaign identifies that young women will have a greater self-esteem and self-confidence if involved in sports.
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.
Analysis of Nike Basketball players “wanna be like Mike”, but shoe companies “wanna be like NIKE.” NIKE is the worlds #1 company and controls more than 40% of the US athletic shoe market. The company designs and sells shoes for just about every sport, including baseball, volleyball, cheerleading, and wrestling. NIKE also sells Cole Haan dress and casual shoes and a line of athletic wear and equipment, such as hockey sticks, skates, and timepieces. In addition, it operates NIKETOWN shoe and sportswear stores and is opening JORDAN in store outlets in suburban markets.
The Nike Inc. company “Just do It” logo encourages many to be motivated to push themselves to work hard and to believe in themselves. The Nike Inc. shoe industry has marketed their sneakers through popular icons such as sport players. However, the same should be encouraged in employees who manufacture these products overseas in China, Indonesia and Korea. Nike has a responsibility to ensure that Management in the manufacturing company is held to a higher practice to avoid unsafe working conditions, unfair pay and child labor.
More people are utilizing different mediums, such as social networking, in order to speak out against the oppression and misrepresentation of women in social and professional environments. Pantene displays the hashtag “#ShineStrong” at the end of the commercial, which is a highly effective way of expanding the ad into other mediums of mass media. Through expansion, viewers will be more likely to not only talk about the effectiveness of Pantene’s ad, but also raise awareness about the issues surrounding women on their personal social networking pages. Pantene’s ad offers a message of empowerment to all women and encourages them to stop succumbing to the idea that male dominance is acceptable. By incorporating a greater purpose into the ad, it creates a “halo effect” on the brand. Companies do this in hopes that, if executed properly, the brand will be associated with a good message, giving them a greater appeal to buyers when compared with other brands. Aside from its empowering message, the ad also has comedic aspects, which makes it appealing to a wider range of viewers. To some degree, the ad is successful because it provides encouragement to women and creates a strong message; at the same time, the clip fails to advertise the actual
Victoria’s Secret “I Love my Body” lingerie campaign was being critiqued for this assignment. The reason why this advertisement was chosen is because of its irony. Victoria’s Secret is attempting to promote healthy bodies, and encouraging women to love the skin that they are in, which is contradicting to the image that is portrayed in the campaign. Advertisements intend to have very specific messages (Valenti, 2007). As individuals attempt to decode these messages, women get an idea of what the media believes beauty is, causing multimillion dollar industries due to lack of self esteem (Joey, 2003).
This is the best way by which Nike has used to convey its significance, because the target audience appreciates and relates to their idols. Nike uses inspirational stories that are related to sports and fitness to build its communication. They use pictures or verbally transmitted to deliver their story. Nike main aim is to broadcast as excitement and affection. For this sometimes Nike provides advertisements that are related to emotion that will reach the target audience. Nike use to print advertisement which performs the individualism of women, which helps them to convey
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
Nike’s focus for fashion forward women is the following: lead the athleisure trend, increase advertising, and the introduce the #BetterForIt social media campaign. We need to focus on the athleisure trend by increasing our portfolio for the women target market. Athleisure is already 20% of the firm’s revenue and we need to recognize that women are leading this fashion movement. Under Armor and Lululemon are already making headways in this fashion focused market. We need to emphasize our athletic technologies, promoting lighter fabrics and better performance, while still maintaining a level of comfort and fashionability. Increasing the portfolio means nothing if women don’t know we’ve done just that. Nike will need to increase advertising specifically with this target market in mind. The #BetterForIt campaign is one important aspect of these advertising efforts. Similar campaigns should promote and help “normalize” athletic wear in everyday
Nike is a very large brand, due to its size its target consumer is usually very broad. The brand motto is “Just Do It” which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. This links it back to the Health Conscious City Dwellers as some of them do not necessarily exercise regularly but the NikeFuel bracelet makes exercise a part of the consumer’s everyday activities. Nike is usually associated with achievers, they endorse elite athletes in order to reinforce this ideal but also utilize the idea that it is possible for anyone to achieve greatness with the right amount of work. The NikeFuel’s slogan is “Motivation on your wrist”, sticking with Nike’s ideals of always encouraging