Nike: Just Do It Essay Samples

What makes people buy certain products and fall in love with specific brands? There are a lot of different competitive companies who produce similar kinds of products but something makes us prefer one over another anyway. The thing is that those companies who want to drag consumers’ attention and gain their trust spend lots of money on advertisement as it is one of the biggest reason why we believe some products are better than others. Almost 80% of advertisement we encounter daily is persuasive enough to make us believe we really need what is being advertised and eventually either buy it straight away or remember and consider buying it later. An example is an advertising by Nike showing a cheetah in movement together with the company’s famous symbol and the words: “What’s the secret of speed? Ask the master”. There is a number of devices used in this ad to make us be sure that Nike’s products gives us power and are ones of the best. The most powerful strategy used in this ad is appeal to emotion as it touches the desire of almost every human being to be the best and feel strong.
In the given ad we can see that the picture of cheetah is quite big which means there is a specific emphasis made on it. It is known that cheetahs are really fast what we know from general knowledge. However, even in this ad we can find proof to what we know just looking at the blurred background. Of course, everyone understands that can only mean that this animal runs super fastso fast that we cannot even see anything except for it. This has a hidden message that if we buy Nike products we will be as fast as a cheetah. Sure by the laws of nature a human being cannot run as fast as this “kitten” but that is why advertisements exist: to make us believe in anything even in something we know is not real. Everyone knows that animals are faster than humans and that is why this ad does not depict people but someone much better in running like cheetah.
Another important role in this advertisement plays verbal communication with the consumer. The question “What’s the secret of speed?” is written in pretty big white font and makes itself visible on the black background really quickly. They ask a question and give the answer but themselves: “Ask the master”. So who is the master? Of course, it is the cheetah in the middle of the advertisement. So this makes us think what this master will answer us. And here we have its answer: it is a Nike symbol in the right bottom corner of the whole ad. Using this combination of techniques the advertisement makes us subconsciously understand that the real secret of speed is Nike. And if we want to be great and fast as this wild animal we should only buy products made by Nike as it is the secret to all we want to get from sportswear.
Another important thing in the given advertisement is that it does not show the exact product which is actually rare but has a strong purpose too. By not picturing one of their products, advertiser who worked on this particular ad mean that anything made by Nike will make you faster and give you power to be the winner. This is a really good trick played with our perception of advertisement. Instead of making us think that, for example, Nike sneakers will make us run faster and show better results, this advertisement claims that anything we buy will be the secret of speed. Thus we simply believe that there is no need to choose between other competitive companies and just buy everything with Nike symbol.
This advertisement implies some social meanings as well. Firstly, who would pay the biggest attention to such and ad? I strongly believe that these people would be athletes whose self-esteem depends on their performance in sports (competitions and so on). That is why they are the first who would care about being fast and best and, what is more, they know what it takes to be like that. So this particular combination of devices gives them hope that there is a chance to be the best in what they do. Secondly, the other ones who will be interested in buying Nike products are people who follow trends and want to look good in what they wear even while training in the gym. Considering the fact that we do not see the products themselves, the fact that they are good makes us trust that the design is great as well. To add more, usually how something looks makes a great impact on our choiceunless we know that some product is great..then how it looks comes to the second place. I believe this advertisement is a win for Nike. Even without seeing the product, we already want to buy it as it is obvious that any of them will make us better so by all means we should buy it and do not pay attention to the appearance as it is not the first purpose of sportswear.
Advertising is a complicated process of discovering how to persuade target audience and made such an impact on consumers that would bring the biggest profit to the company. According to the analysed ad, Nike is doing a great job in creating ads that make us buy more and more of their products. This is easy to prove as if to look around almost every third person we see on the streets in US is wearing Nike sportswear not to mention its worldwide campaign and professional sport teams. The conclusion can be only one: if you found out what attracts your target audience, you are on the way to succeed and gain its longterm trust.