PRODUCT: Nike Women
TIME PERIOD: 2005
PURPOSE: Get more women to purchase products from the Nike
Women line.
TARGET AUDIENCE:
-The target
audience is women at all ages, we can tell this because the female dancer Sofia
Boutella was in the commercial. Also at the end of the commercial, we can see
that Nike included the link to their online store specifically just for women
products.
-GENDER: “Women are usually the better dancer.” This assumption is realistic only to a point because while there are many great female dancers, there are about the same amount of super good male dancers. Gender should not be the judgmental foundation when it came to fine art, because different people will have different point of view on a certain art work. This assumption actually support many stereotype because we always here about the girls being more artsy and flexible, when the guys should be active and outdoorsy, which is completely wrong, because both guys and girls can do anything that they set their mind on.
-RACE: “Europeans are better dancers.” The model, Sofia, that was in the commercial is an Algerian-French dancer, while watching this commercial, many people would think that us American must be really suck or something, because Nike, an U.S.A. based company didn’t even put an American in the commercial. Technically speaking, we kind of are, but it really depend on the category and dance style, we might be weak at one area, but extremely strong in another. Honestly speaking, we should not compare art or specifically dancers, because everyone is at a different level, they might be super good for their level, but not in others’ point of view. This assumption does not challenge or support any stereotypes, because there’s no stereotype about dancers that is race related that would be fitted to be compare with this situation.
-GENDER: “Women are usually the better dancer.” This assumption is realistic only to a point because while there are many great female dancers, there are about the same amount of super good male dancers. Gender should not be the judgmental foundation when it came to fine art, because different people will have different point of view on a certain art work. This assumption actually support many stereotype because we always here about the girls being more artsy and flexible, when the guys should be active and outdoorsy, which is completely wrong, because both guys and girls can do anything that they set their mind on.
-RACE: “Europeans are better dancers.” The model, Sofia, that was in the commercial is an Algerian-French dancer, while watching this commercial, many people would think that us American must be really suck or something, because Nike, an U.S.A. based company didn’t even put an American in the commercial. Technically speaking, we kind of are, but it really depend on the category and dance style, we might be weak at one area, but extremely strong in another. Honestly speaking, we should not compare art or specifically dancers, because everyone is at a different level, they might be super good for their level, but not in others’ point of view. This assumption does not challenge or support any stereotypes, because there’s no stereotype about dancers that is race related that would be fitted to be compare with this situation.
-CLASS: There
was not enough information provided for us to give an assumption about class in
this commercial.
TYPE OF CLAIM:
-Bandwagon: The title of this commercial is “Keep Up,” this could mean keeping up with the workout trend or with the fast tempo of life. Either way it is, Nike will help you get through with everything, because Nike have the latest women’s workout fashion, and also designed for active people that are always on their feet.
-Transfer: The commercial message was, some work out or training session can be tough, but we need to keep up the pace, so that we can become stronger in the end. This message gave us a very positive vibe of always keep going, and you will get to your goal eventually.
TYPE OF CLAIM:
-Bandwagon: The title of this commercial is “Keep Up,” this could mean keeping up with the workout trend or with the fast tempo of life. Either way it is, Nike will help you get through with everything, because Nike have the latest women’s workout fashion, and also designed for active people that are always on their feet.
-Transfer: The commercial message was, some work out or training session can be tough, but we need to keep up the pace, so that we can become stronger in the end. This message gave us a very positive vibe of always keep going, and you will get to your goal eventually.
PERSUASIVE APPEALS:
-Pathos: This commercial does have a pathos aspect to it.
The title of the commercial was “Keeping Up,” they are telling their audience
that they understand how hard it is to go through a workout sometimes, but that’s
why Nike is there to help. Nike products will keep users comfortable throughout
their whole workout, so that they will be able to finish strong.
-Logos: There was no reasoning or examples in this
commercial to support Nike claim with keeping up with the trend or workout.
This can result in the audience misunderstood the ad’s message, because no one
is explaining what’s going on, and will eventually lead to disinterest from
viewers.
-Ethos: The dancer Sofia Boutella was dancing in the commercial. This will show audience that, she’s an actual dancer, she’s using Nike products, and she looks comfortable even when she is drenches in sweat, so the viewers should invest in Nike too, they might end up just like the model.
POSSIBLE CONSEQUENCES:
-Ethos: The dancer Sofia Boutella was dancing in the commercial. This will show audience that, she’s an actual dancer, she’s using Nike products, and she looks comfortable even when she is drenches in sweat, so the viewers should invest in Nike too, they might end up just like the model.
POSSIBLE CONSEQUENCES:
-Long-term: “More Nike lovers will be strong mentally”
thanks to the encouraging words from Nike.
-Short-term: “More women will be interest in Nike products,” because they can see that these clothing are actually very stylish and work great during intense workout.
-Short-term: “More women will be interest in Nike products,” because they can see that these clothing are actually very stylish and work great during intense workout.
-The message from this video is not unrealistic, because
anyone can be strong and finish their work out routine or journey to get to
their goal. If you believe in it, then you can do it.
-The message from Nike does not undermine or encounter any social change, because they were trying to motivate people to finish whatever they started, this has nothing to do with weakening the foundation of society, or going against any of its believe.
-The message from Nike does not undermine or encounter any social change, because they were trying to motivate people to finish whatever they started, this has nothing to do with weakening the foundation of society, or going against any of its believe.
-This commercial is socially responsible because Nike is
telling people to be strong and go through the hardship, you will come out a
better person. This proved to us that Nike don’t only want profit from their
customers, they also wanted them to become a better person too.
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