Evaluating Nike's Just Do It Campaign

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

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.

To begin, for just about every product on the market there is an advertisement made to accompany it. Commercials are a common form of media, which are used for soliciting both products and services. They can be humorous, emotional, have a catchy jingle or an aesthetic appeal, or pretty much anything that would make them memorable. On the surface this type of advertising is useful, however, there is a negative side to this medium as well.

The article entitled The Politics and Production of Desire within Nike Advertising to Women, and written by Mr. Helstein examines representational pictures delivered by Nike and coordinated to female customers. It starts by highlighting how Nike, through its relationship of information, force, and truth, has and keeps on publicizing and approve a specific idea of who or what considers a female competitor. It continues by participating in a cautious psychoanalytic perusing of Nike's optimal of greatness for genuine female competitors and games in mix with topics of liberation inside the latest publicizing endeavors coordinated to ladies. The article delineates that longing is developed through political and social conditions, however it likewise

Advertising can have many horrible effects on the brain leading to less self control. First, advertisements can affect brain damage and how many brain cells are lost: "the changes in human functional capacity resulting from changes in cells and tissues that in turn cause deterioration of the biological system and its subsystems" (Mochis). This shows just how damaging advertising could be to cells, tissues, and how it can mess up all of your bodies routines. According to, ‘The Mind Unleashed’ advertising can train your mind: “they have slowly conditioned you to behave the way that they want you to behave” (Chang). The brain does not recognize this and it tricks people into thinking that they are making their

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

Nike: Just Do It. McDonald’s: I’m Lovin’ It. Nowadays, everything we buy has a message behind it. Advertisements are filled with motivational, emotional, and spiritual messages that provoke and inspire. In a world where advertisements are as abundant as flies and just as annoying, marketers must find a way to rekindle consumers’ interest in products. Marketers need to find a way to not just coexist with culture, but to become it.

Advertisements only care about your money. Companies are money driven which in many cases causes their products to contradict their morals (Cig). Companies target emotions in exchange of acquiring what their message is promoting (Red Cross). Ads strengthen stereotypes that are apart of all sort of categories (Source D). They are misleads and not as honest as they portray themselves to be.

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.

We see advertisements every day. They are everywhere. Advertisements like to tell consumers what to get and which is the best, saying that with this product it you will be happy and satisfied. Consumers probably believe that they have their own preferences, but, what they believe is them choosing what to buy and have, advertisements are subconsciously swaying them one way or another. Big advertising companies makes people believe that one drink differs from the other or that one burger is better than the competitor. According to ‘The Brain: Marketing to your mind’ by Alice park. Alice brings up very good claims on how advertising effects our brains; claiming that advertisements tap into our emotions to sell and claims that these advertisements even trick many into that a brand image correlates to satisfaction eventually creating brand loyalty just from seeing commercials.

Nike has always been the top and well-known brand due to its brilliant advertising and endorsement. That is because consumer remembers what they see and hear, especially when it is always repeated. For example, Nike’s first print ad, titled “There is no Finish Line,” is still successful today, and still marketed on T-shirts. Nike’s famous slogan “Just Do It” is quite simple but extremely encouraging for customers making the company’s product extremely popular. Moreover, due to the simplicity of the tags they are understandable and easily perceived by all people regardless national or cultural peculiarities and norms. In such a way, Nike’s products have become really international.Nike also used the popularity of sportsmen to promote its products after endorsement of Michael Jordan thrived. Nowadays, the company has contracts with sportsmen from different countries which are known practically all over the world, including Michael Vick, Lleyton Hewitt, Roger Federer, the Brazilian national soccer team and English Premier League soccer team Manchester United. This shoot up their popularity by making the fans of these top name athletes become fans of Nike. They can contribute a majority of their success to their partnership with Jordan, who brought a ridiculous amount of popularity to the brand. The Nike Air Jordan franchise sold over $100 million in revenue in its first year in 1985. This shows how much an advertisement and endorsement helped in bringing up a brand especially to Nike which makes it memorable and chosen by all until now. If the other brands had the idea to invest in a better endorsement before Nike, they would have had the same level of success as Nike but instead Nike seized the opportunity and became the best choice among all the other

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.

To truly understand the present the way advertising negatively affects American society, one must look at its past. For as long as there has been money, there has been competition to obtain it. Different methods have been employed in attempts to turn the consumer’s attention towards a product in hopes of getting some of this ever coveted money.

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.

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