Nike Advertisement - Case Study Example

ADVERTISING TEXTUAL ANALYSIS {Insert university’s name} {Insert instructor’s name} {Insert student’s name} May 4th, 2013 ADVERTISING TEXTUAL ANALYSIS General context of the ad The advertisement under analysis is Nike advertisement whereby renowned football player Christiano Ronaldo is used. Nike Company has become the leading producer of sportswear worldwide and their campaigns are mainly traditional marketing such as sponsorship or printed ads. Printed ad is a good example of how Nike company products its product as well as the brand name. The message is meant for young people aged between 14 and 27 years who like football, however not only playing it but also witching it. The advert further targets people who like sports wear and equipment and those who would like to associate themselves with celebrities. It is evident that media and sports have symbiotic relationship that is advantageous to both (O’Leary& Joan, 1997). Nonetheless, the Nike Company makes use of the media with an aim of advertising its products. On the other hand, the media takes the opportunity to enhance their authority and influences over the public. Media ownership is in a position to exert more influences over the public as a result of advertising the Nike Company products. The mention causes hegemony according to Austen (2008, p. 7). Watson (2008, p. 28) in his study argued that media is the most powerful instrument promoting hegemonic culture whereby in the case of the Nike Company advert, the ruling class which is celebrities not only put more pressure but also control over the media. In other words, Nike Company will control or even cooperate with the media with an aim of propagandizing consumers’ behavior towards their sports products (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg). 2. Composition of the ad From the ad, Christiano Ronaldo is dribbling the ball and running. Other images in the ad include some players who are so far behind him and seem not to be in a position to catch up with him and take the ball away. From the image, different people can have distinct perceptions and attitude. Nonetheless, the ad promote the idea that when people purchase the right clothing and footwear like what Ronaldo is putting on, they will be confident and successful in everything they do. Additionally, using Nike products will make consumers believe that if they use Nike products they are likely to attain superior social status because Nike products are linked with celebrities such as Christiano Ronaldo (Kapner, 1998). In the advert, Christiano Ronaldo puts on green shoes. The green shoes portray a certain meaning when consumers purchase the products, that is confidence and coolness which is always part and parcel of their daily lives. The background of the image in the ad is black in color characterized by a thunder storm and rain. The background therefore, strengthens the meaning of that the image intends to pass across indicating that stronger minds are in a position to achieve their goals. The white and gritty gray tones of the ad give an insulation of a harsh world whereby being ahead for instance Christiano Ronaldo running with the ball becomes the only escape. The ad makes the readers especially sport people to seek the redemption and release the exercise and running offer (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg). Additionally, placing Christiano Ronaldo against a background that is neutral provide void appearance which should be put the sum of viewers footballers endeavors. Hence, they will not only be judged but also given refusal or admittance to the world that Nike’s sportsmen inhabit. Consequently, the ad is more than a Christiano Ronaldo, other footballers and the bland sky in the background, there is an iconic swoosh logo and added force in the text which is taunting which makes the point clearer-.be among the fastest. Use of famous sportsman Christiano Ronaldo in advertising their products gives Nike company a competitive advantage are likely to purchase the products simply because the sportsman used in the is admired by the sporting public because he has high profile. The logo be among the fastest has a very essential meaning in the ad has not only an important meaning but also teaches the consumers a particular ideology that whatever people want to do, they should aim to be the fastest in order to be successful. Watson (2008, p. 127) in his study pointed out that brand gives consumers certain advantage in regard to the quality of the products. Sheehan (2005, p. 17) added that goods that are brands are more valuable compared to those which are not. This is because when people buy goods, they need not only to consider quality and value but also long time customer service an aspect that results into decision making process. Nike products are widely known for their quality and thus it meets the customers’ expectation and demand. The ad emphasizes the term only for the fastest. The mentioned term is a clear example how the company uses it as propaganda tool that encourages consumers to use their products so that they become as fast as Ronaldo. Hence, the use of the term and Ronaldo as the key figure in the ad is an attractive idea particularly for the young who love football and public figure such as Ronaldo is familiar to them. Consequently, people are influenced by consumerism in that when advertising impacts on the prices of services and goods are ready to pay higher prices to obtain the provided brands. The case is similar to Nike Company whereby most of its products are considered to be highly priced with an aim of making the consumers to willingly pay for them goods. At the bottom of the ad, there is the company’s website directing the consumers on where to get further information (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg).. Mode of address- what ad format do ad-texts fit into and why Information on the product is not included in the ad but the images clearly pass the information. The term only for the fastest which is included in the ad makes it class exclusive. I can point out that the ad can be categorized as lifestyle ad format. This is because it is characterized by personalized format and product image format. Consequently, with the text -only for the fastest -and Ronaldo dribbling the ball makes the setting to be meaningful and desirable. The images and the text makes the ad desirable for football lovers who admire soccer stars like Ronaldo and thus yearn to be like him by buying Nike products. It focuses on the discourse of the sports people that they should always aim to be fastest like Ronaldo. Other factors to consider The dominating text only for the fastest and the images inspires the feeling of individuality, opportunity and inspires. The central image which is Christiano Ronaldo image shows an aspect of being skillful, courageous, fast and confident. Furthermore, it makes the reader to work hard and to identify themselves with the best to overcome challenges or obstacles to success. Only for the fastest also makes the consumers feel that the products are exclusively for a certain class, celebrities like Ronaldo (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg).. Implications about the ad: what it says about the self identity of the ads characters and the target audiences. It is important to note that Nike Company used Christiano image on the ad dribbling and running with the ball with an aim of attracting young football fans that adore and aspire to be great footballers like him. The aim is inspire them to aim at being the fastest and the best in everything that they do. Moreover, the ad implies that the target audience is energetic who are ready to explore the sports world. Additionally, due to the fact that the Nike Company has a reputation in the market, the target audience is easily influenced. The ad is for the audience who wants to associate themselves with sporting and attractive lifestyle and is ready to spend. Additionally, through cooperating with the media, the company has great influence over the media. This is because Christiano Ronaldo has a result of its popularity has great influence on the target audience consumer behavior (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg). Christiana Ronaldo is portrayed wearing Nike cleats and sportswear an aspect that makes the ad leave the impression to the target group that all top players or celebrities put on Nike products. The mentioned makes the audience to desire the products and develop positive attitude towards the brand. The given response is that they have the believe that Nike products not only have highest quality but also cool image and that is the reason why sports celebrities puts it on. This influences the buying decision of the target group as well as those of their friends and other people as they use the word of mouth to spread positive information on the product. There is an underlying theme of passion, grit and determination which is normal among top rated footballers such as Christiano Ronaldo. Hence Nike appeals to the emotions via this campaign only for the fastest by emphasizing to the audience the importance of working hard (http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercurial_1024x768.jpg). References Austen, I. (2008). "Hockey Fan, and Investor, Buys Bauer From Nike". The New York TImes. Retrieved 4th May, 2013. http://media.photobucket.com/image/nike+with+ronaldo+/mkkamaru/nikefootball/WP_mercuria l_1024x768.jpg (accessed 4th April 2013, 3:45 AEDST). Kapner, S. (1998). “Market Savvy with Sneaker Glut at Stores Easing, Nike is Slowly Getting Back on its Feet.” Los Angeles Times, July 4, 1998. O’Leary, N. & Joan V. (1997). “Goodby Pitches Ideas for Brand Nike.”Adweek. London: Transaction Publishers. Peretti, J. (2004) ‘The Nike Sweatshop Email: Political consumerism, Internet, and Culture Jamming, in Michele Micheletti, Andreas Follesdal, and Dietlind Stolle (eds), Politics, Products, and Markets: Exploring Political Consumerism Past and Present, pp. 127-142, London: Transaction Publishers. Peters, J. W. (2009). "The Birth of 'Just Do It' and Other Magic Words". The New York Times. Retrieved 2013, May, 04. London: Transaction Publishers. Sheehan, .K. (2005) ‘Are Goods Bad? Living in Consumer culture’, in Controversies in Contemporary Culture, Thousand Oaks London, New Delhi: Sage, pp.17-33 Watson, J. (2008). ‘Hegemony an Overview’ and ‘Signs, Codes, Texts’ in Media Communications: An Introduction to Theory and Process, New York: Palgrave, pp.22- 28. Read More