Evaluating Nike's Just Do It Campaign

Advertisements are very successful and can have a big impact on the culture of people and the way people live their lives. For example, one of the biggest advertisements changed one big important do a lot of people end up doing, marriage. Around 1956, and so on, the De Beers diamond corporation advertised the engagement ring, as a sign of love and togetherness. This went on for so long, that people have started to believe in this and it was adopted to people's idea of marriage. In these days, you can rarely see anyone getting married without a diamond ring, and even if they don’t have one, they plan on getting one once they gain enough money.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

Throughout the last decades there has been vast improvements in advertising and its persuasive effects to our psychology. Not only has it become part of our global culture, it is so deeply ingrained in our society that we sometimes don't even notice if someone trying persuade us by their use of simplistic persuasive techniques. It is only when we reflect on the speech, video, or advertisement that we can pinpoint their propaganda objectives.

In today’s society, no matter where you are, there is always a good chance that you have seen an advertisement. These little creatures are everywhere. You may see them when you are reading a magazine, watching TV, or surfing the internet. We have become so used to them. Advertisements are good at making us stop what we are doing and giving them our full attention. What is an advertisement? An advertisement is an announcement made to the public. In Jib Fowles’ article, “Advertising’s Fifteen Basic Appeals,” he is informing us that companies are spending millions of dollars on advertisements to grab our attention in order to manipulate us into spending or thinking of spending our hard-earned money on their product. Even though a lot of people do not want to believe that a paper that is eight times eleven with an image and no more than five words is manipulative because we want to think that we are not that easy to trick. Nike created an advertisement for one of

It's September, Football season already started. By the time Super Bowl comes,there are going to be hundreds of new ads in the TV. Every Time we turn on our tv or watch youtube videos we always end up seeing ads about variety of things; from Cars, watches, clothes, perfume to household materials. Does these ads really promote what they want to sell or something else? Unfortunately yes, ads sell more than the great deals of products. They sell value, success, popularity, love and sexuality but most importantly they influence us in everyday’s life.

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial expression, her stance and the background scenery.

Advertisements help promote a false reality onto society and it makes us dissatisfied with the reality we do have. When products are being advertised, companies show a world in which buying a bottle of water with sugar is as satisfying as water. However turns out the drink with sugar in it can make you more thirsty. Most of the products being advertised need to create a false reality in which the product is coveted in order to sell it. What is promoted in that reality can either be negative or false, but it is still just created to make the product look like a necessity. Ads can go to promoting a reality in which a Pepsi will solve everything or one in which as Sesana said, “a rural woman that to be modern she has to feed her babies with powdered

Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.

During the 2012 London Olympics Nike Launched their “Find your Greatness Campaign”. This Campaign was meant to make the everyday athlete strive to their personal goals and achieve greatness. Nike tried to differentiate itself from competitors by featuring amateur athletes compared to professional athletes. Nike intended to propose their idea of greatness, trying to show it’s not restricted for only the chosen few. But rather, it is something we are all capable of. Their message was to inspire anyone who wants to achieve greatness and that Nike products, from shoes to watches to shorts, would help you achieve this, as well as helping to motivate yourself to do more. In the commercial titled “The Jogger”, a part of the “Find your Greatness” campaign, proves to be convincing through intense emotional appeal, the strong credibility from Nike, and the logical feeling that we can all achieve greatness.

Advertising has had a major impact on society. Some may be considered positive and some negative. Take a look around, advertisements are placed everywhere, television commercials, billboards, newspapers, and even on the sides of buses. Advertising is the basic form of marketing and trading throughout the world. Today’s society knows it as marketers trying to influence or persuade consumers into buying something. It also serves as a medium for services and businesses. There are many advertising strategies, but television commercials will always remain the number one strategy. Think about it, how much television is watched a day, probably a lot. What better way to advertise a product or service? Advertising has a positive effect on our economy. It does not only influence and persuade consumers, but it also benefits them in many ways. It also benefits manufacturers and their company, and the world as a whole.

     However, with every positive side comes a negative, and advertising is no different. Advertising has been blamed for a great variety of negative social impacts. One of the major criticisms received by advertising is that it forces people to buy things they don’t really need, often projecting negative emotions such as fear, anxiety of guilt upon the consumer (Engel). It is claimed that advertising plays with our basic human emotions and takes advantage of them, using them as merely another technique to sell goods or services.

Advertising is an mechanism that businesses use to reveal themselves to consumers and get their attention. Advertisements are seen in newspapers, television commercials, magazines, on the radio, and on billboards. There are so many advertisements that we see in a day that we don’t even notice. Kilbourne states, “The average American is exposed to at least three thousand ads everyday and will spend three years of his or her life watching television commercials” (RPC 90). We live in a world full of technology which is used to create these ads and display them. Advertisers also use this technology to create different characters or slogans to make a product they are selling more memorable. While most people find advertisements to be informative and helpful, there may be some techniques and hidden messages that we, the consumers, do not take into consideration when being persuaded into buying a product that is being advertised.

Advertisements are everywhere in our lives. We can see them every day when we open our eyes in the morning. They are in our home, on the internet, on the street, in the music we listen to, and even in the slogans on our shirts. Advertisements affect both the way we think, and our actions. The influence of ads is subconscious. They affect us instantaneously or step-by-step. However, most people do not believe they are influenced by them. How many times when you walk into a shop and hear their jingle, are you unable to stop yourself from singing along? How many times have you bought something only because someone famous also uses it? How many times do we not need an item, but we still buy it only because we are attracted by the photo on the label and we want to be the person in the photo? We don’t make these decisions by ourselves. We are controlled by our subconscious, and our subconscious is affected by advertisements.

Nike is probably the most well known name in sports athletic apparel. The firm has supported the most prolific names and sports. Michael Jordan, Tiger Woods, and Ken Griffey Jr, are just a few of the athletes that Nike sponsors. The company’s revenue constantly grosses in the billions. The company continues to dominate the athletic apparel industry.

Nike’s main competitors, Adidas and Reebok, each produce a similar product mix to Nike’s, and in order to keep a competitive edge, these companies attempt to optimize its current products and showcase new innovative products. The Summer Olympics, the biggest sporting event series in the world held every four years, presents Nike and other sporting good companies with a huge opportunity to showcase new products and fuel the competition in their industry through sponsorships of teams and individual athletes. By the next Summer Olympics in 2016, sporting companies will have another chance to show off their brand, enhancing the competitive rivalry between each other. Another competitive issue that inhibits Nike’s product distribution is the large amount of substitutes in the sporting goods industry. Consumers have a wide selection of footwear, apparel, and sporting gear retailers to choose from, which requires sporting goods companies to enhance their marketing strategy to sell their products in order to survive in the industry. On the contrary, there are some economic factors that may benefit Nike’s marketing of product in the next few years. Since 2008 recession, real personal consumption expenditures have increased, indicating that consumers are willing to spend more of their money on certain items (Appendix B). This may be an opportunity for Nike to intensify marketing to consumers in order to increase sales at time where there is an increasing