Advertisment: Find the Greatness and Weakness

Topics: Advertising, Propaganda, 2012 Summer Olympics Pages: 3 (1016 words) Published: February 20, 2013
Find the greatness and weakness in ads
In the 2012 Nike “Find your greatness” ad, they use what Donna Woolfolk Cross calls “Glittering generalities” and “Plain Folks Appeal”. The ad was released during the time of 2012 London Olympic Games, it has drawn tons of attention from the audiences and social medias. Nike’s “Find Your Greatness” campaign carries a powerful motivational message that inspires people to achieve their own moment of greatness in life. It is not a commercial vulgar ad that we often reach in life, conversely, the ad is laudable and thought-provoking and also gains reputation for its brand, which is very smart and successful. In such a competitive world, the successful of this ad shows us that people are not intoxicated on sex, violence, models or celebrities with hot bodies. Controversy, they love Nike’s idea, an ad with good faith are much more important. American advertising needs to follow the example of this ad in order to promote their products efficiently in a healthy, vitalized and inspirited way. Who is the kid in that Nike "Find your greatness” ad, the overweight boy shown slowly jogging down what looks like a lonely country road at dawn? His name is Nathan Sorrell, twelve years old boy from Ohio, according to a report in his hometown newspaper, the Record Herald. Nathan is 5-foot-3-inches tall, weighs 200 pounds and was found in a Nike scouting session at his school. They use the propaganda strategy what Cross calls “Plain folks Appeal”. It is smart to choose a kid to be the main focus on the ad. “Plain folks” is the device by which a speaker tries to win our confidence and support by appearing to be a person like ourselves.” An overweight kid represents the lower side in the society. They may bully by others and get lack of acceptance. As “Find Your Greatness” seeks to inspire everyone in their own personal achievements, it is extremely encouraging to the teens. It is because teens are right in an age on seeking for...

Cited: 1. Donna Woolfolk. “Propaganda How Not to be Bamboozled.” Documbase. 7 Jan. 2013.1-8 PDF
2. Pozner, Jennifer L. “ Dove’s Real Beauty” Backlash.” Signs of Life in the USA: Readings on Popular Culture for Writers. Ed. Sonia Maasik and Jack Solomon. Boston Bedford/St. Martin’s, 2012. 219-221. Print
3. Schlosser, Eric. “Kid Kustomers.” Signs of Life in the USA: Readings on Popular Culture for Writers. Ed. Sonia Maasik and Jack Solomon. 7th ed. Boston Bedford/ St. Martin’s , 2012. 222-226 Print
4. Nike 2012 Find Your Greatness Print Advertisement July. 2012 Web
5. “Best Olympics Commercial: Nike’s Find Your Greatness Jogger” July 31st 2012
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