Critical Evaluation of Nike's Just Do It Campaign Advertisement

This project report demonstrates an understanding of critical evaluation of an advertisement. In order to analyse an advertisement in context to its different elements, Nike is taken into consideration. The report covers various aspects of the advertisement such as context, framing, set design, costume, facial expressions, narrative, props, and linkage of writing with image.

Mass Communication
Assignment
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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Context of advertisement.............................................................................................................3
Framing of the advertisements.....................................................................................................4
Set design of advertisement.........................................................................................................4
Costume used in advertisement...................................................................................................4
Facial expression and body language presented in advertisement..............................................4
Narrative in relation to image used in advertisement..................................................................4
Props used in advertisement........................................................................................................5
Linkage of writing with image in advertisement.........................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Advertisement can be understood as marketing communication which essentially employs
an open censored as well as non-personal message for promoting or selling specified products
(Adak and Tao, 2021). Advertisements play an important role in attracting existing as well as
potential customers towards the products. It also help in making an apt and viable brand image
among the masses. A successful advertisements can cultivate the desire among viewers which
persuade them to take a purchasing decision in an effective manner.
This project report demonstrates an understanding of critical evaluation of an advertisement. In
order to analyse an advertisement in context to its different elements, Nike is taken into
consideration. Thesis statement or controlling idea for this project report is chosen as
advertisement analysis of adverts formulated by Nike. It concludes message of advertisement
and use of communication channels along with targeted audience. It also consists of varied
supporting ideas which are considered as essential for providing an apt analysis of advertisement
such as framing, overview, facial expressions and many more.
MAIN BODY
Advertisement analysis is termed as a practice whereby marketers critically evaluate their
designed advertisement on the basis of some specified aspects such as their content quality,
communicating messages, aimed masses and many more (Buschow and Laugemann, 2020). It is
considered as important as it aid them in making strategy formulation and decision-making
process simple. In order to analyse an advertisement, Nike campaign of Just Do It is taken into
consideration. Following advertisement is taken into account for the purpose of advertisement
analysis.
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Figure 1: Just Do It Campaign of Nike
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Context of advertisement
This advertisement is found with the aid of internet and it aimed on some sportsperson or
athletics. Nike is an American based organisation which is indulged in designing, developing and
manufacturing footwear on a large scale in a global market. This advertisement is typically
aimed to those people who play some sort of sort like football or basketball. This implies that
footwear designed by Nike can be used while playing a profession sport in an effective manner.
There are some reference points which are observed from the given image such as sportsperson,
basketball and a tagline of just do it. This tagline motivates the player to follow their passion and
Nike footwear will help them in getting success and confidence (Guo and Wu, 2020). Through
this advertisement, Nike is also persuading people to adopt healthy and fitness practices.
References points which are inferred through advertisement plays an important role in
interpreting the image in a strategic manner.
Framing of the advertisements
This advertisement is framed by showing a sportsperson and a tagline of just do it which
aid in motivating the people for adopting fitness practices in their routine life. Framing choice of
marketers of Nike tried to influence the people by showing an image of sportsperson wearing
sneakers and holding basketball. They are trying to communicate an important message that their
designed footwear are so comfortable that athletes also prefer them (Hiebert and Gibbons, 2017).
Set design of advertisement
This particular advertisement is set or framed for motivating the people or buying the
designed and cool sneakers of Nike Company. This advertisement implies that marketers of Nike
emphasizes mainly on sportsmanship as well as health for motivating their potential and existing
customers.
Costume used in advertisement
This advertisement implies that how a sportsman has wearing Nike sneakers for playing
sport in a strategic manner. By looking at the advertisement, it become clear that it consists of an
image of sportsman who is holding a basketball which is considered as apt for this.
Facial expression and body language presented in advertisement
Facial expressions and body language of models should be presented in advertisements in a
proper manner as per the theme of organisation (Hovland and Lumsdaine, 2017). This practice
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helps them in attracting as well as persuading masses and targeted audiences towards their
products. Presented advertisement is showing the picture of a sportsperson holding a basketball.
This image implies his facial expressions in an effective manner. With the costume and his body
language, he is considered as apt for this advertisement. He is looking like a true sportsman with
his body language and facial expressions. He has wearing Nike sneakers which implies that he is
comfortable in playing a basketball match in them.
Narrative in relation to image used in advertisement
Every advertisement is designed b making a narrative and story which is considered
helpful as it aid in making relevant content easily which can persuade the buyers to procure the
products of specified company (Rawat and Et. Al., 2019). This image can be taken during a
basketball match whereby the player is in a position of throwing the ball in the basket. He is also
well-equipped with other preventive instruments in regards with this sport. His body is in a
position of taking a basket goal while he is showcasing Nike sneakers.
There can be another perspective of the presented image which is shown in the
advertisement. This can be a photo shoot which emphasizes a sportsperson is endorsing with the
brand in exchange of a specified amount. From the viewer perspective, this image connotes that
their favourite player is posing in a position of laying basketball while promoting Nike sneakers
in a strategic manner.
Props used in advertisement
Apart from the set, other props or items that are visible in this specified advertisement are
preventive instruments which are used for playing safely and a basketball. These items are
communicating that the image is of a player who is playing basketball while wearing Nike
sneakers. Through this, marketers of Nike are motivating the people for adopting fitness habits
and purchase their footwear products as these are also used by celebrities. With the help of props,
they are communicating that by wearing Nike footwear, individuals can also play any game in a
comfortable and flexible manner.
Linkage of writing with image in advertisement
In this presented advertisement, a tagline is also used by marketers of Nike which said Just
Do It. This tagline connotes that it is not impossible to achieve any task. If a person is
determined to attain something, then it is the time of doing something and accomplishing it. This
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tagline is considered as important as it help people to get motivation for adopting healthy
lifestyle or achieving something in a strategic manner. This message is closely related to image
as it shows a sports person playing his match. His goal is to attain success in this match for
which he has to do it. He have to apply any strategy for winning this game. This argument proves
that the tagline is apt for the image and advertisement for promoting Nike sneakers.
Marketers of Nike use marketing strategy where they endorsed big celebrities and popular
faces in their advertisement in order to stimulate their customers for procuring their products.
They also make tier tag lines effective and appealing which can motivate people to buy their
products. Campaign of Nike which titled as Just Do It receive immense success as it has been
popularised in an instant manner. Under this, marketers of Nike had asked people to share their
own motivational stories regarding what they did. They receive lots of positive views for this
campaign whereby people shard their stories of adopting healthy lifestyles in an effective manner
in order to make this campaign effective, marketers of Nike has performed empathic research.
This is considered as effective tool which help marketers in learning regarding expectations and
tastes of consumers on the basis of their reviews as well as feedbacks (Wang, WANG and Zhu,
2017).
CONCLUSION
From the above presented information, it has been assessed that advertisements plays a
significant role in promoting the products of company as well as rising desires in people’s mind
for differential commodities in an effective manner. It is imperative for marketing professionals
to formulate those advertisements which can motivate and persuade people for making their
buying decision in their favour. Organisational mangers should adopt effective and responsible
strategies for advertising their products and services in an exponential manner. Marketing
professionals of Nike has also developed their advertising content through intense market
research and make effective collaborations with celebrities in order to persuade people for
buying their decisions in a strategic manner. They also motivate their customers with adoption of
fitness practices by emphasizing the sportsman category. Above stated example of advertisement
of Nike has proved that they use the athletic tint in their adverts. Even at their advertisement
campaign, they post the interviews of popular sportsmen where they tell the rationale of
choosing the Nike footwear to masses.
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REFERENCES
Books & Journals:
Adak, C. and Tao, X., 2021, July. BigyaPAn: Deep Analysis of Old Paper Advertisement.
In 2021 International Joint Conference on Neural Networks (IJCNN) (pp. 1-9). IEEE.\
Buschow, C. and Laugemann, R., 2020. What makes a media entrepreneur? Factors influencing
entrepreneurial intention of mass communication students. Journalism & Mass
Communication Educator. 75(3). pp.321-334.
Guo, J. and Wu, W., 2020. Discount advertisement in social platform: algorithm and robust
analysis. Social Network Analysis. 10(1). pp.1-15.
Hiebert, R. A. and Gibbons, S., 2017. Exploring mass media for a changing world. Routledge.
Hovland, C. I. and Lumsdaine, A. A., 2017. Experiments on mass communication (Vol. 4976).
Princeton University Press.
Rawat, S. and Et. Al., 2019, September. Mid roll advertisement placement using multi modal
emotion analysis. In International Conference on Artificial Neural Networks (pp. 159-171).
Springer, Cham.
Wang, C., WANG. and Zhu, 2017. Critical discourse analysis of advertisement. Springer.
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