Fourth is Nike is from the people and functioned as a resistance power from the subordinate group. One source of inspiration for Nike advertisement and fashion may be traced from the black subcultures. Fourth is Nike is from the people and functioned as a resistance power from the subordinate group. One source of inspiration for Nike advertisement may be traced from the black subcultures: the funk music, and the streetball. The advertisement called "Funk ship" (YouTube, 2001) uses the funk music as ambiance music, with the black bottom dance. Another commercial called "Nike Streetball" (YouTube, 2002) shows the blacks are playing streetball to highlight the freestyle spirit. The music when the blacks dribble the ball seems like a type of beatboxing …show more content…
The basketball players wear ultra-loose basketball shorts in the advertisement is the application derived from the collapse pants in hip-hop culture. Wearing the large-size pants to replace the general fit pants symbolize the rebellion of hip-hop culture on the mainstream value. Nike is from the people, which its fashion is inspired by the subculture. In addition, Nike as a popular culture fashion brand is beyond the culture of consumption. It makes a resistance to the dominant value of race. Nike is a pioneering company of adventurous spirit, which show the image of rebellious by opposing the authority. It encourages confrontation and is innovative use the black as the spokesperson to represent the athletic wear company. The development of basketball in the United States always has a dispute over discrimination. In the 1970s and the 1980s, the average salary of African-American basketball players was about 20% lower than the whites players. At that time, NBA has an unwritten rule that the advertisers are not allowed to find black players to advertise …show more content…
It is the hegemonic power struggle between the dominant and subordinate group. On the one hand, Nike is a symbol of resistance to the dominant group. Nike looks for the spokesperson who is maverick, aggressive and sometimes grumpy. For example, one of the Nike sponsors tennis athlete, John Patrick McEnroe is always arguing with the authorities on the tennis court angrily. There is another tennis star Andre Agassi, who is bearded, disheveled long hair and wear short cut jeans as tennis pants in Nike advertisement. It makes the denim tennis pants have become Nike 's specialty products. With these big sports stars represent the resistance spirit in the advertisement, Nike sneakers are no longer just a pair of sports shoes but became a symbol of the idol and social status. These spokespersons also share preach the spirit of resistance, encouraging audiences to speak up and make a resist when injustice incident happened. Audiences have the capacity to express their unique style and identity. On the other hand, Nike stresses the social class and identity, which spread ideology. Fashion as a mean of communication, express the social status, personality, and identity to other. The fashion ideology is implemented and designed by the ruling class. Nike as a dominant athleisure fashion becomes a symbol of the energetic, casual and fashionable brand. Audiences are passive who need to consume to
The commercial depicts a black and white athlete going face to face doing pushups and racially diverse athletes straining together in the weight room. By casting both black and white athletes, Under Armour aims to address racism. Evidence from the study “Its Gotta Be the Shoes: Youth, race, and sneaker commercials” supports the positive impact of this commercial on the black male community. Black respondent groups in the study stated that the portrayal of “both playing style and cultural identification” were important in their identification with black athletes (Wilson and Sparks 416). Thus, it is safe to say that black males benefitted from this representation, however, the same cannot be said for the black female community.
“If you want to be trendy these days, you don’t wear Nikes; you boycott them”. This
Another rhetorical feature used by Nike in the “Ripple” commercial that runs hand in hand with music, is tone. In writing, tone is the essence in which is presented throughout the advertisement. Like most sports apparel brands, Nike usually uses advertising that provokes motivation through intense training videos of athletes sporting their gear, or high energy training. These videos are accompanied with upbeat music that sparks different emotions and reaches the rhetorical appeal, pathos, from different means. The tone that is created in the Rory Mcilroy Nike advertisement is much different than the up tempo commercials even though it acts mainly on the same appeal.
The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated.
Throughout the years Nike has dominated shoe sales against other competitors. Nike is known for their marketing concepts including putting a lot of time into their commercials. The quality of commercials has a lot to do with how much a product sale. Nike does a great job using music, humor, and celebrity endorsement to push interest to their products. In the commercial “LeBron James Nike Pool” Nike uses three advertising techniques such as; Music, Humor, and Celebrity endorsement to appeal to their customers.
Finally you can debate that like, in the other commercial, they used logos in the way that gave Nike products credibility because the athletes that are using their products are truly the top players of this generation, thanks to the amount of money there making to prove
The producers of these commercials know this does not draw in a crowd and know that they need to use fast, up beat, inspiring music to draw peoples’ attention. The players, athletes, and people involved in the video clip are all showering in Nike attire with bright colors and designs and the big symbol they are known for is visible for everyone to see. In some of the propaganda, a player may be shown as mediocre with very little Nike attire, but as the publication goes on, the athlete is wearing all Nike and becomes an excellent competitor. This shows the audience that if they wear their products they will become better and well rounded. Another example Nike uses pathos is by using an athlete that once had multiple failures and has turned their failures into success.
Today, the imagery of the goddess Nike, and her name live on. Today one of the most popular shoe brands have the name nike. Nike (shoe company) has been manufacturing sports equipment since 1978. The name was chosen because nike is the goddess of speed and victory. The Nike sports brand logo has an indirect connection with the goddess Nike.
Nike and their Just Do it slogan is one that is very known throughout the world. Nike is a fortune 500 company. Nike is a major company in sporting products and has put a lot of time in developing the company reputation in reliable and good quality. Nike is very smart in marketing their products to the general public. They use all types of methods to get the company to attract consumers.
It is not that simple to get 40 million viewers on a video in YouTube! Nike Sports Company made an astonishing advertisement that mixed the meanings of rhetoric with a sense of humor to make an advertisement that hooked the audience and filled them with inspiration. The smart use of logos, pathos, and ethos by showing actual people wining prizes, a commentary that motivate the commercial figures, and real professional players from different sports made the short video special and unique. The video demonstrates that it is only a blink of an eye between being born and becoming a champion, and that we can push our limits beyond expectations.
In this Nike advertisement, there are some famous athletes shown that are known all around the world. Two of the athletes shown are Lebron James and Serena Williams. Both these players are American heros and represent America all of the world, especially in the Olympics. In the advertisement, both players are shown standing on their courts with full looks of determination and
Nike has managed to shift their Manufacturing unit into Asian country’s were the labor is cheap to be exact wages of USD1 an hour were so little as one-tenth of those given in the US. No wonder that a pair of shoes which were sold for $150 in 1991 is made by indoasian women who were 58 cents a day but the situation has started to change and due to that reason the company has managed to minimize cost of production and not only double triple the the revenue as comparing to the year 1996. Finally we come up with promotion and advertising campaigns which became a grand success not only because they introduced sportspersons , they also introduced innovative ideas and wise strategies and the image of the Product, due to this process we can say that Nike targeted a huge no of audience and created a Prestigious brand which will be easily available for average people . they also came up with great tag lines such as ‘there is no finish life’ , and in the 1980 they changed it into “ JUST DO IT “ these quotes of tag lines are considerd very simple but very attracting and extremely encouraging for the customers .
In the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies. Macro Environmental Analysis: Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China.
Nike is the leading and renowned world supplier of athletic apparel and shoes. The brand is in control of over 47% of the market for athletic shoes. The company begun way back in 1962 and it was founded by Phil Knight and Bill Bower. It was originally known as Blue Ribbon Support and only in 1978 did it change its name to the worldwide recognized brand, Nike. Nike provides its products to more than 100 countries throughout the world.
Consumer behavior towards Nike products Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand. Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Marketing is the utmost vital aspect of developing and enlarging your business, and is a speculation that will recompense for itself over and over again. The term “marketing mix,” was first devised by Neil Borden, the president of the AMA (American Marketing Association) in 1953.