Advertising strategy for Nike Mercurial Vapors
A lot of young children dream about becoming a professional soccer player. Nike uses this to their advantage. Since 1998 when the Mercurial Vapor was invented, Nike’s advertisements have used global soccer icons. Cristiano Ronaldo is currently one of the best players in the world and one of the best players of all time. The fact that he wears Nike Mercurial Vapors both on the pitch and in advertisements for Nike, gives the viewer the impression that if they to wear the product they can achieve the same amount of success. Nike also uses simple but effective statements to catch the viewers’ attention. Most recently, “My Time Is Now”. This quote would be shown underneath a picture of Cristiano Ronaldo scoring a goal or simply him just standing with a ball while wearing the Mercurial Vapors. This advertising strategy is convincing the viewer that if they take action quickly and buy this boot, they can achieve their dream and become a great player like Ronaldo. The description of the boot also encourages people to buy the product, for instance, on the Nike website there is a picture of the latest Mercurial Vapor and underneath it reads “Worn by speed demon Ronaldo, Mercurial is for creative players with unbeatable pace” All young children will want to be a “speed demon” similar to Ronaldo. In a way, Nike are trying to convince you that if you buy this boot, you are joining an elite club, it’s almost an honour, as they claim the boot can only be worn by players with creativity and great speed, thus Nike want you to believe if you don’t buy the Mercurial Vapor, you don’t have the attributes described. The majority of the Mercurial Vapors are bright colours such as luminous green, orange, red and even pink. This isn’t just a coincidence. Nike wants to portray that the Mercurial Vapors are for players who want to be noticed, players who aren’t afraid to be different by not having a common boot colour such as black. The...
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