JUST DO IT
msain092
Created on April 23, 2021
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Transcript
iDH 3035 - Meaning of Media
Analyzing NIKE"Just Do It" Campaign
BackgroundHistorical tiMe PeriodDesigner/Agency
Background and Context
The advertisement shows a young seemingly on the swing in the background. The child looks as if the were staring right at the viewer. There is wording in the foreground and in yellow it reads "If you let me" and play is written in white accompanied by a red check mark. In smaller letters at the bottom it reads: “I will like myself more. I will have more self-confidence. I will suffer less depression. I will be 60% less likely to get breast cancer. I will be less likely to get pregnant before I want to. I will learn what it means to be strong.”
Description
If you let me play - 1995
- Using the historical context strategy, I deduced that Weident+Kennedy were trying to appeal to the parents of children who were subject to obesity which was rising problem at the time.
- By analyzing the subject of the piece, it becomes apparent that it targeted the parent of young girl who often excluded them from actively participating in sports.
- It also seems like the child is staring directly at and talking to the audience while saying the words "If you let me play" and listing all of the benefits of playing sports as a girl.
- The use of the word "you" is a call to action as it was in the iconic Uncle Sam army recruit poster.
ANALYSIS
If you let me play - 1995
DESCRIPTION
This Emmy winning advertisement shows a man who wakes up to find the world in disarray and still finds the drive to exercise amidst the chaos. On of the remarkable scenes show that even with fires everywhere and helicopters in the sky, there are two men who are running greet each other as if everything is normal.
The Morning After - 1999
ANALYSIS
- When deconsructing the advertisement, I took its context into great consideration. By analyzing the structure and setting that this video was trying to portray it becomes apparent that the subject's behavior is odd in comparison.
- Using the social context and a structuralist approach it is apparent that NIKE is trying to encourage its consumers to Just Do it even if it is the end of the world.
The Morning After - 1999
This is a rather simple advertising poster from NIKE that is presenting a pair of tennis shoes. There are just six words and a symbol in the visual accompanied by a pair of shoes as the focal point. The eye catching neon green color that is in the trim detailing of the shoes is also present as the color of the word air in the phrase "Run On Air"
Description
Run On Air
- The wieghtlessness of the vapors behin the words at the top of the poster help convey how light and agile the shoe is.
- When analyzing the color and symbols, it is apparent that the post only uses the colors of the shoe being advertised: black, white, and green.
- From a psychological perspective, the boldness of the words "RUN ON AIR" is almost daring the audience to do the impossible which seems possible by NIKE shoes.
Analysis
Run On Air
Description
This video advertisement from NIKE came out in the summer of 2020 after the death of George Floyd by a police officer. The video is simple with white words written on a black background and somber music playing. The title "For once, Don't Do" It are a direct opposite of NIKE's slogan which makes them stand out even more and highlights the company's stance.
For once, Don't Do It.
Analysis
- One of the most important aspects of examining this visual is its historical context. Due to the fact that this was posted during a time of civil unrest, this ad showed NIKE's stance on the issue.
- The color of this visual is also striking because the contrast between the black background and white words can both symbolize the racial subtext and the contrast between what NIKE views as wrong or right.
For once, Don't Do It.
This advertisement shows tennis player Serena Williams striking a pose as if she is playing tennis against a black background. There is a sentence written in white at the forefront and just do it with the logo at the bottom. The ad seems to say that some people told Serena Williams that her dreams were crazy but since she embraced that crazy dream she became one of the world's top tennis players. This encourages the audience to pursue even their craziest dreams especially athletics one and some of which can be possible through the purchase of NIKE products.
Description
Crazy Dream
- The most apparent part of the poster is the subject dressed in bright clothing and wielding a tennis racquet. Her face is focused on her goal which is to hit the ball.
- The way that she is positioned shows movement and her focus implies that there is no was that she is not going to hit the ball coming her way.
- Through a psychological lens, the text is directly addressing the audience and is calling them to action to pursue their athletic dreams.
analysis
Crazy Dream
- 28 years of awesome Nike ads. (n.d.). Retrieved April 23, 2021, from https://www.luerzersarchive.com/en/article/698/28-years-of-awesome-nike-ads.html Bostock, B. (2019, August 10).
- The sinister story of Nike's 'just do It' slogan, which was inspired by the last words of a murderer before he was executed. Retrieved April 23, 2021, from https://www.businessinsider.com/nike-just-do-it-inspired-utah-killer-gary-gilmore-2019-7#:~:text=Nike's%20iconic%20%22Just%20Do%20It,notorious%20killer%20in%201970s%20Utah.&text=Dan%20Wieden%2C%20the%20founder%20of,the%20slogan%20to%20the%20world. Burke, P. (2019).
- Eyewitnessing: The uses of images as historical evidence. London: Reaktion Books. Menon, N. (2020, April 03).
- The real story behind nike's famous slogan. Retrieved April 23, 2021, from https://nitishmenon.medium.com/the-real-story-behind-nikes-famous-slogan-3e275b259af3#:~:text=Just%20Say%20No%20eventually%20became,%E2%80%9CLet's%20Do%20It%E2%80%9D%20statement.
References