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Two major thrusts in sports marketing
Literature review of advertisement strategy
Use of persuasion in advertising
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Subject: The ad is for Nike shoes. Nike released their new shoes, the “Nike Trainer One” for women, with a new technology which is supposed to activate your muscles. Occasion: Nike is probably advertising these new shoes now, since many women want to stay fit and lose weight. Many women are conscious about their figure, and are willing to do anything to stay in shape. Additionally, there are many gyms out there, and this has led to women doing a lot more exercise, so women could be looking for items that can benefit them when they exercise. Overall, people want to be fit and healthy and these shoes give faster results while working out. Audience: The audience for this ad are women who are health conscious and want to stay fit. This ad targets those people since women who want to stay fit would be willing to buy shoes that would help activate your muscles and give you faster results. This ad specifically targets women who work out and exercise, since the shoes gives you faster results while exercising. Purpose: The ad urges women to buy these shoes to get fit faster. The ad claims that these shoes are the “ultimate quick fix” and this add activates your muscles while working out, therefore giving you faster results after exercise. The new technology used in this shoe will somehow activate your muscles like that are supposed to.This will get you fit faster. Speaker: Nike is a multinational corporation that makes footwear, apparel, equipment and many other thing. They are well known across the world, so they have credibility as a speaker. It is one of the world’s largest suppliers of athletic footwear. Nike prides themselves on being a worldwide producer of athletic footwear, apparel, and equipment. The ad is sophisticated and get... ... middle of paper ... ...akes you to get fit by a 5%.? Additionally, what does fit mean in the add? Is being fit, having a six-pack or is being under a certain weight? I feel that the ad is too general, causing me to question many of their ideas. Overall Evaluation: No, I think the ad is not effective because it is had far too many general ideas, and also has some misleading info. The ad claims many thing, but never really explains how exactly you get fit faster from this shoe. They claim that you get fit faster, but as the audience, we don’t know how much faster, and we also do not know what the ad really means by the word fit. (muscular vs under a certain weight) I feel that the ad had a couple of good tactics and ideas but they could have explained some things better. The ad had would have been more effective if they had been more specific and had more evidence to back up their info.
They sell the product by using emotion and motivation. In the ad they use upbeat music, colorful colors and background, people taking control of themselves and ignoring others, people walking together to the “future”, and a message that draws people attention, “Your future is not mine”. These materials are what gets the audience’s attention and makes them consider buying the shoes.
The Dick’s Sporting Goods commercial was ranked number 9 in the most effective commericals. The commercial shows the different struggles that athletes in training face for the USA Olympics. The audience for this commercial is intended for both genders. Although the stereotype is that sports are usually for males, this commercial has a fair representation of both male and female athletes. Many of the female athletes shown are training in hard sports such as boxing and lifting weights.
Gravity Defying Footwear has put to use certain rhetorical techniques in their advertizing campaign, which can be seen in publications like “Automobile” and “National Geographic.” Their primary question: “Shoes on Steroids?” This advertisement has been circulating since 2005; the shoe was designed by a man named Alexander Elnekaveh, “an inventor, engineer and entrepreneur who has designed and developed hundreds of original inventions” (Alexander). He holds patents for numerous gadgets, innovation, and unique products around the globe. Although his most well-known design to date is Gravity Defyer shoes, a pain relieving footwear that uses advanced technology to help prevent injury and aid in rehabilitation. Elnekaveh led a team of experts from various fields, labeled as the Impact Research Technology Group. Elnekaveh produced the first Gravity Defyer shoe in 2004. Since 2005, Gravity Defyer shoes have been unlike any other shoe on the market. As a result in 2005 Gravity Defyer was introduced to the world through “Gadget Universe” and “Skymall” catalogs. Now that you have some background on the product and the person behind the shoes; Elnekaveh sets to point out the benefits of his latest invention in this magazine advertisement, however, the consumer still has to wonder if his shoes live up to the hype, with reasoning, credibility and emotional claims Elnekaveh will try to prove to the consumer that these shoe are the next big thing since “Nike”.
The commercial’s main focus is interviewing people of all ages interpreting the phrase “like a girl.” The female director asks the first young woman to show what it means to run like a girl, at which point the teenager begins to jog in place, moving her arms indiscriminately, and making sure her hair stays just so. The director asks the same thing of a young woman, a
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
The blueprint of a Nike Shoe originates from the Nike Research Lab located at the Nike World Headquarters in Oregon. At the Nike Research Lab, researchers carry out various tests in biomechanics, physiology, sensory in order to customise the product to suit the best interest of the clients. In addition, various factors such as geography, age, gender are also taken into account in order to cater to appeal to the preferences and needs of different segments of the market. For example, according to the Lab, runners in the United States prefer hard surfaces while those in Europe prefer trails and thus this will affect the compositions of the footwear sold in different regions. The latest innovation of the Research Lab, the NikeFree Shoe enhanced overall athletic performance by stimulating the effect of running barefoot with added features which enabled the strengthening of muscles and lowering the risk of injuries.
To begin with, each ad is placed in a certain magazine based on who the reader will be, for instance, a 17-year-old girl is going to be reading Seventeen, not Maxim. When I looked through one of my Seventeen magazines I found a Got Milk ad with Britney Spears in tight clothing standing next to a little girl in a ballet costume. Above the little girl’s head was a statement that said Grow Up. This ad tries to appeal to a person’s logical side. At the bottom of the ad is written, “ 15% of your height is added during your teen years and milk can help make the most of it.” A seventeen year old girl looks at this ad and is tempted to look just like her, so not only is this ad logical it also appeals to a girl’s emotional side. You would not find this ad in a car magazine for older men. Ad companies are not just trying to sell you a product they are trying to sell you the image of their product.
This commercial has an upbeat feel to it while simultaneously advertising its product effectively. The commercial tries to cover a wide range of audiences. It tries on emotional levels to connect with multiple individual and does a very good job in portraying examples in their situation. This commercial definitely advertises its product effectively. It was timed well, and it used quality examples of rhetorical analysis throughout the entire
The Copper Fit Energy Socks Commercial was broadcasted on ESPN NBA Rookies: The Introduction. The commercial shows several people being active exercising, dancing, walking, running, and someone appearing to be a professional baseball player. By wearing the socks their legs and feet are energized and revitalized. This company markets active wear and they are targeting athletes and people that lead active lives and others that desire to do
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.
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.
In a much smaller print at the bottom of the ad reads, “Equinox. It’s Not Fitness. It’s Life.” Aside, from the small print with the company name, this ad does not depict anything about fitness or the brand itself. The creators focused on the audience reacting enough to want to find out more about the company on their own.
Nike, Inc. aims to deliver value to their shareholders by establishing profitable products. They focus on Nike Brand and Brand Jordan that consist of seven major categories: running, basketball, football (soccer), men’s training, women’s training, NIKE Sportswear, and Action Sports. Despite the seven major categories, they also produce products for kids, athletic, and recreational uses. Among all of that, NIKE Sportswear, Running, Basketball, Football (Soccer), and kid’s shoes are the top-selling products. Nike wants to target active people of all ages by giving the best quality of products and services. Their strategy it to create personal deep connections between the consumers and their brand, and to deliver compelling consumer ...
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.
In conclusion, I think Coca-Cola has done an excellent job of presenting the claims, supports, and warrants of it’s products in this ad. They have used many different tactics and hidden meanings to get this ad across; when their main concern is to make the ad appealing to the ordinary woman. A woman who is always in search of the perfect body, and the great memories of her high school years.