Advert Analysis of a Nike - Essay Example

Advert Analysis- Nike Advert Analysis- Nike Advertisement is a key element to stimulate visual and cognitive abilities in order to gain attention of the audience. The effectiveness of advertisement is based on the use of different communication means to strike needs and desire to develop consumer demand, it can be electronic or print advertisement. However, Print advertisement remains one of the most oldest and effective advertisement mean foster awareness or demand in consumers. There are several elements (i.e. facial expression, tag lines, appearance of celebrity, etc.) that play a crucial role to make an advertisement effective (Berger, 2011). Therefore, we shall critically analyze Nike Advert in order to develop in-depth understanding of advertisement. One of the Nike’s ads that appeared in 2009, two Oregon-based athletic wearing Nike showed an athletic girl and boy running that stimulated the spirits of young runners, stimulating gender action. In the advertisement the girl is running ahead than the guy wearing Nike suits and shoes and iPhone on their arms, to show the acquisition of the software of the iPods for Nike. The background of the advertisement is brightened up with the neon colors to grab the attention of the young people, whereas the facial expression portray that the both of them are focused to the running track, whereas the guy in the advertisement is stunned to see that the girl is running ahead of him. It can be observed that the advertisement provides an opportunity for the audience to develop interaction to follow the runners through developing Men vs. Women challenge for the runners. Both the runners are young, dressed up in bright colors to gain attention of the runner. Moreover, the advertisement mainly focuses on young and enthusiastic runners emphasizing running community. The advertisement invokes genders competition to discrete the both genders in hetero-normative categories that were opposed to each other and now have been unified through games and sports interactions. The advertisement portrays friendly competition in the genders to eliminate the discrimination. It shows intense facial expression, dedicated hand gestures that are focused to a certain point to highlight friendly framework for both of the genders and their battle for dominance. Te facial expression stimulates inner instincts of young people as a challenge to show their merit and prove their abilities through engaging in a running competition. It also allows the audience to develop strong desires for the competition to prove them in the battle of dominance. However, the expression of the both athletes in the advertisement circulates aspiration of masculinity. To be strong, stay focused and determined to win the battle of dominance and to prove their abilities through defeating each other in the running track. Both the genders maintain of their gender. The woman in the advertisement is dressed up in a feminine sporty dress, with a short, jacket and feminine colors in her clothing. On the other hand, the male is dressed in a similar way they girl is dressed in the different shorts. But the difference between the clothing of both can be identified from the color schemes and clothing patterns of both them, that differ each other. Girl’s short pants are shorter than a guy with the pink trace lines at the sides, well fitted to the body, and the guy’s short pants are bigger than the girl. Though much of the clothing patterns are similar, but the distinction between the bodies’ patterns is visible from the dressing patterns of both of the genders. In addition, the background of the advertisement has a blue and pink color that appears like a bullet. Even the background of the advertisement makes use of colors that have been used in the past to represent genders, for example the blue color represents’ a male and pink represents girls (Berger, 2011). However, there are other colors in the background that are bright and vibrant that stimulates individual energy. The advertisement depict a challenge between man and women that the can prove themselves through running and then in the public sphere, while the female can sure that she does not have to compromise on her physical traits. Though, women in the past are known weak because of their physical capabilities but through engaging themselves in health sport activities and running they can come in contact to indirect dialogues that can challenge male’s physical and social power. In other words, the advertisement portrays a negotiation of gender behaviors through different activities and sports that can prove them to be better from each other on the bases of their skills. One of the ideas that can be derived from the advertisement is that it encourages building equality between genders on the bases of their skills and capabilities rather than on the past socio-cultural perceptions. It portrays that the physical appearance shall not be the main cause to discriminate genders in the society. However, it is inner spirit and strength in a person that makes him stronger. The print advertisement make use explicated message in the ad series. The message appears in white text in the black background that clearly highlights the sequences of the featuring man and women together in the advertisement. It makes use of word ‘challenge’ that exhibits a competitive instinct of Nike aims to deliver to its consumers. It creates a perception in the minds of individual that the Nike Plus shall provide capabilities for an individual to be competitive and stronger. It allows individual to perceive that the Nike Plus is a stronger and competitive brand that enhances a potential of an individual that aims to be a winner. However, the ad features a man and a woman who are interdependent on each other for a competition. The absence any of the gender shall abrupt the meaning that the ad aims to provides to its consumers. Analyzing the slogans of the advertisement it can shall be noted that the two most used slogans ‘one man thing for men to rule and ‘Ladies first. Men second’ are designed appropriately and equally to empower both of the genders. The slogan that is used for women, depict a courteous treatment of a women as well as it depict a modern perception in the minds of individual to ensure that the gender has been treated equally. On the other hand, the slogan for men points those Nike products are another tool for a man to dominate. Both the slogans create a perfect chase among the genders that allow them to compete them each other. The advertisement portrays male and female runner highlight the elements of competitiveness, sexuality, dominance etc through the textual interpretations through. Physical appearance of both athletes has been made distinct. The female athlete has a perfect body as women, whereas a male has perfect body with the right balance of his actions and muscular body. The position of the bodies of both of the runners is erotically charged, as the knee of the male almost touches the hips of a girl and stares away from the camera and sees the runner girl. It shows the behavior of both of the genders, that the guy is distracted having a girl around her. Rather than focusing on the track, he sees the girl, whereas the girl seems to be well focused. It creates a curiosity in the minds of readers to determine if he is flirting with her? Gazing her? Or he wants her against his wisher? The expression of both the athletes shows aggressive and sexual underpinning of both the genders (Berger, 2011). However, these all factors complicate male’s dominance in the advertisement. The Nike Ad reflects a trade between gender and power through using Nike plus products. List of References Berger, A. A. (2011). Media Analysis Techniques. California: SAGE. Read More