When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike's campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike's persuasive campaign consist of? This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike's entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
The developmental stages of a successful campaign help to establish the product in the audience's mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that "Many products and causes develop a graphic symbol or logotype to create identification in the audience's mind" (p. 264, Larson). The logo Nike is most famous for is "The Swoosh." This is the term given to the symbol of winged victory that appears on Nike products. "The design of the swoosh logo was inspired by the wing from the Greek goddess Nike" (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo's presence can be noted in almost every aspect of the athletic world. An internet article documents this presence by stating, "In every room of every house, in every city of every state, in every country is the check mark better known as the swoosh and even better known as the Nike symbol that is worth billions of dollars" (p.1, http://www.ga.k12.pa.us/academics/MS//7th/ulshafer/berman/essay.htm). Another important aspect of identification is the name associated with the product. The name Nike came from Greek mythology. "Nike is the Greek personification of victory. She can run and fly at great speed" (p. 1, http://www.pantheon.org/mythica/articles/n/nike.html). Therefore, Nike's entire being revolves around victory. The "Just Do It" slogan, which was introduced by Nike in February 1995, would also fall under identification. This is one of Nike's most successful campaign ads. "Well as it turns out, Just Do It' wasn't too harsh. It was, in its cultural and commercial impact, along with Marlboro cigarettes and Volkswagen, one of the three greatest ad campaigns in American history" (p.47, Garfield). In 1998, Nike came up with a new slogan "I Can." This slogan was a flop and was soon discarded.The second stage of this model is legitimacy, which shows that the product is effective. Nike has legitimized its campaign by getting well-known individuals to support its product. Nike's most famous supporter is Michael Jordan. Michael Jordan is arguably the best basketball player ever, and therefore easily convinces the consumer that Nike must be...
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