Advertising Web sites



Title of Web page: More Go. Nike Shox

Web address: http://www.nike.com/morego/

Brief Description: When the page is opened, there is a visual picture of the new red, white and grey Nike Shox NZ running shoes. Included on the page is a video of the Nike Shox NZ running shoes commercial. In the commercial, two teams are playing a soccer game when a streaker, wearing only a scarf and Nike Shox NZ running shoes, comes from the crowd, steals the soccer ball, outruns the security guards and runs around the field as the crowd goes crazy. While running, the streaker is seen in the Jumbotron in the background. The Jumbotron has the web address nikerunning.com at the bottom. A close-up of the Nike Shox NZ running shoes is then briefly seen. The streaker appears to exit the stadium up the stairs and the crowd sighs. The game resumes and the streaker runs back down the stairs onto the field, and the crowd cheers again. A billboard in the background has the slogan, “Keeping Your Electricity Switched On.” This slogan could be posted there to show the man has a lot of energy. The streaker then outruns all of the security guards, demonstrating the quality Nike Shox NZ running shoes have when running. The commercial concludes with the phrases, “More Go. Nike Shox.”

Source of Web site: Nike, 2003

 

Title of Web page: Niketimeline

Web address: http://www.nike.com/nikebiz/nikebiz.jhtml?page=50

Brief Description: When opening up this page, there is a title page that states, “From humble beginnings to a promising future.” From here, you have to click on the Niketimeline. An interactive timeline is displayed. You can scroll through the timeline with the mouse. The timeline starts with 1947 and runs through 2001. On the timeline, there are key events that happened in Nike’s development. It explains how Bill Bowerman and Phil Knight founded Nike. The timeline includes the significant supporters and role models Nike employees to present commercials – Michael Jordan, John McEnroe, Lance Armstrong and Tiger Woods to name a few. The timeline also describes Nike’s cushioning system and special clothing for runners.

Source of Web site: Nike, 2003

 

Title of Web page: Just Buy It: Nike Advertising Aimed at Glamour Readers: A Critical Feminist Analysis

Web address: http://www.zianet.com/boje/tamara/issues/volume_1/issue_1_3/Erratum_Arsenault_Fawzy.pdf

Brief Description: This article is extracted from Tamara: Journal of Critical Postmodern Organization Science Vol 1 (3) 2001. In this article it talks about Nike Advertising in Glamour magazine – a magazine aimed at women ages 18-34. Nike uses an advertising tactic called the critical feminist approach, in the advertisements in Glamour. Here, Nike is creating images of female authority, which would be socially acceptable for the intended consumer. Nike diverges away from the traditional patriarchal images of society and appeals to women by displaying itself as a company that is supportive toward women in the advertisements. By doing this, Nike is getting in a woman’s head, creating a view that Nike’s products will be the ultimate product possible whether seen in a magazine or on a commercial. The only difference between a magazine and a commercial is that a magazine is in print.

Source of Web site: Tamara: Journal of Critical Postmodern Organization Science Vol 1 (3) 2001.

 

Title of Web page: Selling to Schools: The Resource Center for Educational Technology Professionals.

Web address: http://www.sellingtoschools.com/advice/articles/logoart.html

Brief Description: This Web page explains how advertising impacts what a consumer purchases. The page explains how advertising having the most impact on the consumer will not show the product in the advertisement. When a consumer sees a grouping of letters or recurring patterns in advertisements, the product becomes embedded in the head of the consumer. The consumer will then purchase the product. Companies use logos as well. Logos are direct, simple and tell a story to the consumer so that the consumer can associate the logo with the product. Nike is a great example. In one of the company’s commercials Nike’s logo, the “Swoosh,” only appears on the screen with the words “Just Do It.” Although Nike never appears in the commercial, the consumer knows what the product is for through use of the logo.

Source of Web site: Focus Marketing, Inc. 1999-2002.

 

Title of Web page: Selling America’s Kids: Commercial Pressures on Kids of the ‘90’s

Web address: http://www.consumersunion.org/other/sellingkids/celebrity.htm

Brief Description: This Web page explains how pre- and early adolescent children are very susceptible to advertising commercials. The child is influenced in this way because of the increasing number of celebrities who endorse the products, and then are on the commercial to advertise the product to the adolescent. Once a connection is made between the product and the celebrity, the adolescent will want to purchase the product no matter what the cost. Celebrities who endorse sneaker commercials deliver a strong message to adolescents, but a lot of the time the product is so expensive that it puts a strain on family relationships because the family does not have enough finances to purchase the product. Shoe companies like Converse, L.A. Gear and Reebok all use athletes to promote sneakers, but Nike has made a significant impact on adolescents by distributing $60 million on advertising campaigns and employing some of the top celebrities in the world – Spike Lee, Bo Jackson, Michael Jordan, Andre Agassi, John McEnroe and David Robinson – all with the intent to target adolescents.

Source of Web site: Consumers Union 1998.

 

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