Nike

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Project One was a 4-6 page paper in which I had to introduce an ad(s), an analysis, and make a claim about the ad and its effectiveness.  One of the many things I had to consider was the rhetorical situation of the ad(s). What was being advertised? Who was making the claim? Who was the target audience? Where and when did the ad appear?

I decided on doing the paper on Nike and its “Just Do It” campaign. My main focus of the paper was the classic Nike Swoosh, the “Just Do It” slogan and the deified sports figures have captured the eyes of young athletes around the world and have turned Nike into one of the most famous companies in the world.

I like to start off every paper, if possible, with a quote from the book or a person that relates to the subject.  I think it helps get the reader interested in the subject he or she is about to read.  Also, I like to give information about the author or a lot of background information on the subject in the introductions of my papers.

“When Nike says, just do it, that’s a message of empowerment. Why aren’t the rest of us speaking to young people in a voice of inspiration?” Naomi Klein speaks out about one of the most powerful companies in all sports and in the world, Nike.  Nike’s “Just Do It” campaign and strong product, was able to increase its share of the domestic sport-shoe business from the bottom to the top of the hill looking down at everyone else (Authers).  A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. “Just do it”, the catchy and popular slogan is seen everywhere, shirts, billboards, and commercials. Nike has launched multiple ad campaigns for their company using this slogan. The idea of using this was discovered at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Wieden, speaking highly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it” (O’Leary).  Since then, Wieden and Kennedy have been responsible for many of the most innovative commercials in memory.  As the years have come and gone, so have Nike commercials, but now they have new strategies to try and reach out to people doing them.  As we saw in the commercial, many professional athletes have been involved with them such as Lance Armstrong, Michael Vick, and Serena Williams.  Catching the attention of the audience is the key and using athletes is one of the easy ways to do it.  The classic Nike Swoosh, the “Just Do It” slogan and the deified sports figures have captured the eyes of young athletes around the world and have turned Nike into one of the most famous companies in the world.

The use of the “Just Do It” slogan, the deified sports figures, and the classic Nike swoosh symbol, have captured the eyes of young athletes around the world and have turned Nike into one of the most famous companies in the world.  Nike “Just Do It” commercials have been going strong for over twenty years.  In present day, their commercials have shifted into motivating kids to go out and play sports without making excuses.  Modern day techniques of using popular celebrities and superstar athletes are being used to show off their brand and this helps lure more customers into buying their product.  Women are now being thought about in the sports world.  Nike’s signature swoosh is a symbol well known around the world and people are willing to pay the extra cash just to have that logo on their clothing items.  After starting off as a small company, Nike has transformed itself into a world known company by using new commercial techniques and a quality product to that people are dying to have.