Nike Advertising (Example: Nike Shox NZ running shoes commercial)

I am going to explain Nike Advertising, and as an example the company’s most recent commercial for Nike Shox NZ running shoes. In the commercial, there is a streaker, wearing only a scarf and Nike Shox NZ running shoes, running from security guards on a soccer field. The streaker outruns all of the security guards, implying Nike Shox NZ running shoes will make the wearer run faster. The uniqueness of this commercial is that the viewer sees the Nike Shox NZ running shoes only once, yet is intrigued by the commercial and wants to go out and buy the product. This is how Nike Advertising is so unique. Nike incorporated this commercial by using clever marketing and advertising techniques. Nike has made advertising into a strategy where the commercial is less directly related to the product. Most of the time in Nike Advertisements, the consumer never sees the product. Nike makes commercials where the consumer knows what the product is without actually seeing the product. When the consumer goes to the store to buy new shoes, the consumer will inquire, “What are the shoes in the new Nike commercial where the streaker runs through the soccer stadium?” Once the consumer sees what shoes they are, the consumer will want to buy the shoes. Nike realizes this, and I know this from personal experience. I am assistant manager at Finish Line Shoe Store, and many times consumers come in and ask me what shoes were in a recent commercial. I show them the shoes, and whether the shoes are ugly, cheap, or expensive, most of the time the consumer will buy the product because it was on the commercial. I know that Nike does this advertising because it is an effective way to market a product. But, I would like to find out why are these strategies so effective on the consumer? Is it that the consumer knows the product is for Nike and wants to buy it? I would like to find out how Nike has changed over the years, with the growth of the company and using prominent figures in Nike advertisements. Are these prominent figures the ones really selling the products in the advertisements? Is it that consumers see the advertisement and want to buy the product because of the advertisement, or for the purpose of having the product? These are interesting questions that will help demonstrate how and why Nike advertising is effective in today’s society. Since mainly younger children are the ones who are influenced by commercials and force their parents to purchase the products seen in commercials, I would like to focus on the group of children up to the age seventeen. But, I know this group would not care about the impact advertising has and would buy the product no matter what anyone says. So, instead I intend on focusing my study on the age group of 18-34. This group would be interested in my topic because individuals in this range are influenced by commercials as well. The only difference is that this age group will understand how advertising impacts the products people buy. Once advertising’s impact is understood, it is less likely an individual in the 18-34 age range will go out and purchase the product “just because I saw the commercial.”

 

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