jumpman23- the appeal of advertising Essay

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Jumpman23

     Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity
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This is no more apparent than in the poem that is written on the top right of the ad:
     “The more I train, the faster I swing. The faster I swing, the harder I hit. The harder I hit, the more runs I score. The more runs I score, the better my stats. The better my stats, the higher the expectations. The higher the expectations, the greater the pressure. The greater the pressure, the more I train.”
     
     The beauty of this ad is how it eventually returns to the beginning line. It all comes down to training harder and pushing yourself to the limit. The more you train, the better you will play, and this in turn will cause you to train harder in order to continue to play better. It seems that this cycle of events is what is going through the mind of Jeter and is his main motivation. Jeter is a major star in professional sports, he is a team leader, adored by fans, and is constantly competing at the highest level. Playing in New York is said to be very difficult and thus, the better his stats, the more pressure he will feel from fans with high expectations which will in turn cause him to continue to train harder in what looks to be an endless cycle. While this poem is certainly relevant to all of the professional athletes who endorse this clothing line, it is also directed to the young kids everywhere who look up to these stars. It is applicable
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