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Advertising 3

Advertising 3

ADVERTISING


PRODUCT NAME: Nike Biking Shoes

NAME OF SOURCE: Men's Health

DATE VIEWED: April 6, 2000

MAIN APPEAL: Belonging Needs, Esteem Needs, Self-actualization

FIRST IMPRESSION: 7

TARGET AUDIENCE: Adult or Adolescent males who play sports

TONE: Direct

CONTEXT OF AD: Middle of Magazine


PROPOSITION: If you buy Nike Biking shoes then you can have the power of a steam engine in your legs to push you further than before.

CONNECTION: In this advertisement the main image is a leg that is strapped to the mechanical frame that drives the wheels of the train. The image of the leg strapped to the train shows absolute mechanical power. The connection between the product and the ad is the action that the leg is doing; it reflects the motion of a mechanical frame that moves the train's wheels. This is where "like produces like" comes into play. The photo in the ad suggests that when one wears Nike shoes, his shoes will have the same mechanical power of that of a train's wheels. Thus this image gives the viewer of the ad a simulation of what his leg would be doing on a bike but with more power.

STYLE: The ad uses key words and key images to communicate its meaning.
A key word used in this ad is "Strapped." The word "Strapped" implies that when you wear Nike shoes you will get a secure tight fit in the shoe. This makes the viewer think that he/she will be able to pedal with strength and the force of a train. Therefore the ad makes you think that the shoes will give one the power of a train engine and in the viewer's eyes makes the Nike biking shoes a superior product to own. Another key words that are used in this ad are "Machine." Machine gives people the thought of something that is close to perfect and doesn't get tried. Wearing Nike shoes allows the wearer to possess the mechanical power of a machine. The last key word is "Forced." This word says that this product makes it easy when you are forced to push on a bike like you have never pushed before. To the viewer this means that when the going gets tough the shoes will help the tough to get going.
A memorable image in this ad is a leg attached to the mechanical frame that drives the wheels of the train. The leg attached to the train, gives the impression that the leg wearing the running shoes can be as powerful as the leg that is pushing the train. To the viewer this image enforces the thought of having more strength and power if one wears the biking shoes. Also this ad was made to appear strange to get the viewer's attention so that he/she will then read the words and look at the product. Another memorable aspect of this ad is the colour. In this ad there is only one main colour, gray. To the viewer this makes it seem like the leg is really attached to the train because there is no colour difference between the leg and the train. The appearance of the ad is realistic because the train and leg are both gray, which is a metallic colour. The last image that is memorable is the over sized bolts that hold the leg to the frame of the train. The bolts show the strength needed to hold down the leg to the frame. In the viewer's eyes it makes it seem that the shoes have strength. Which has the connection with the product that these shoes will hold you in tight to the bike. Also after grabbing the viewers eye then the viewer reads the headline "Strapped to a Machine." Which give them the overall impression of pure mechanical power.

APPEAL: This ad's target audience is that of males 16 and older who play sports. This is obvious since the major figure in the ad is a male. This product satisfies the need to belong to the competitive group in the sports world. It also satisfies the need of personal self-esteem. By wearing this product you would be looked upon as a professional bike rider, which give you self-esteem. Finally, it satisfies a person's self-actualization needs. The product can give a personal sense of fulfillment because you wear what the pros are wearing and this also may push you to work harder. Also it gives you the sense of being a true athlete.

RESPONSE: The selling proposition of the ad, " If you buy Nike Biking shoes then you can have the power of a steam engine in your legs which will push you farther than before", is credible because its meaning is effectively communicated. Three reasons why the ad succeeds are: one, effective images; two, key words; three, the audience is specifically targeted. For instance, the images used in this ad are powerful, strong and direct. The images in this ad are simple to understand. There is a leg pushing a train, which implies that if he/she wears Nike shoes then they will get the same power. In this ad one major colour was used, gray, to make the appearance that the leg is attached to the frame of the train in a realistic way. The metallic colour gray is a good colour to use because it almost makes it look like old-fashioned photo of an iron horse. Also the use of the colour orange brings the product clearer view. The use of the over sized bolts on the leg. Makes it seem like a lot of power is being transferred through the leg. To the viewer this could mean that they can also have this power. Furthermore the key words that describe the product are straight and direct to the viewer. Using the key word "Strapped" makes it seem as if your wearing the shoes will allow the viewer to experience a tight comfortable fit and secure. All this comes into the viewer's mind once he/she reads the ad and then makes the connection with the product, ("Like produces like"). Another key word used is "Machine." The word "machine," suggests that the shoes have the lasting, dependable power which we all want some time. Machines don’t get tired; they won't stop moving. The ad makes you think that wearing the shoes will make you into a well-oiled machine. All this is a dream that the viewer dreams about, to just be like a machine. Then the ad connects it to the product by implying that you are that machine and these shoes will transfer that power to your legs. Another key word used is "Forced", which makes the viewer think that sometime you are forced but have to push on. This implies that the product has the power so that bike riders are always forced to push on. Therefore the leg on the wheels of the train has a great connection to the "Nike Biking Shoes." In fact, the ad targeted the specific audience of the athletic world, male bike riders. The bike riders want that extra power, look, and self-esteem that this advertisement has shown in a clear fashion. If you get the shoes you will have it all. Also the ad makes it seem like you will become a pro. They do this through out the ad, with the main picture. The leg pushing a train makes it seem like only pros wearing Nike shoes can do it. Finally, this ad is credible and effective in communicating with the target audience by using "like produces like", that the Nike Biking shoes are the best.