Nike 'Dream Crazy' Commercial: Persuasive Techniques Analysis

This report provides an in-depth analysis of Nike's 'Dream Crazy' commercial, focusing on the persuasive techniques employed. The analysis begins with a brief overview of the commercial's content, highlighting its message of overcoming obstacles and achieving dreams. The report then delves into the specific persuasive techniques used, including Glittering Generality, the use of the slogan, “Just Do It,” the Anti-Bandwagon appeal, and emotional appeal. The report explains how these techniques contribute to the commercial's overall effectiveness in influencing viewers and reinforcing the Nike brand. Furthermore, the report examines how the commercial aligns with Nike's brand identity and its ability to connect with viewers on an emotional level. The analysis also considers the commercial's impact on the audience and its effectiveness in conveying the company's message of empowerment and perseverance. The report concludes with a summary of the key findings and a discussion of the commercial's overall success in achieving its marketing objectives.

Nike had launched a commercial in the year 2018, where it urges people to follow
their dreams and not get downtrodden by any hindrances, be it physical or mental.
The commercial lasts for 2 minutes and 5 seconds. In this span, the company shows
the kind of hindrances people can encounter in the path of following their dreams,
but if they believe in themselves and persist, ultimately the dreams come true. It
shows many renowned athletes and their achievements and some, in spite of certain
physical or social barriers.
In this commercial Nike uses a combination of persuasive techniques like Glittering
Generality, Slogan, Anti-Bandwagon appeal and Emotional Appeal. Nike’s slogan
“Just Do It” has a positive enforcement. Viewers immediately associate it with Nike
and appeal the viewers into believing the positivity that goes into producing one of
the best sports wears (Baryshnikova, 2017). It becomes almost a part of everyday
routine. In this particular commercial, the phrase, “Don’t ask if your dreams are
crazy. Ask if they’re crazy enough” or “It’s only crazy until you do it” has a very strong
positive undertone attached. The company is using the Glittering Generality. These
are general sentences, but the strong undertone of alacrity is what catches the
attention of the viewers. As the name suggests, Anti-Bandwagon appeal hints at a
completely opposite concept compared to the common Bandwagon appeal used in
certain advertisements. The former shows a different route which celebrates the
individuality and is in contrast to popular beliefs. Nike does exactly the same by
showing how people can achieve unthinkable accolades if they dare to dream and
persist in following the same. Lastly, Nike has applied an emotional appeal to the
commercial which again has a zeal associated with it. Here the emotion does not
address fear or sadness, but only excitement and happiness. It diverts the viewers
from the worldly issues of social or physical hindrances, but instigates the viewers to
believe that they can do it (Mandora, 2018).
The message of the commercial is strong enough to make the viewers believe in
themselves or to rather stop and think about what they saw and relate it to their own
lives if someone is in a similar situation or environment. The commercial, however,
does not lose the purpose of the company. It shows the various possibilities and at
the same time how Nike, as a company is available beside them in all situations and
all needs related to sports wear.
Bibliography
Baryshnikova, E. (2017). Persuasive techniques used in marketing and advertising
based on psychological factors. South Karelia: Saimaa University of Applied
Sciences.
Mandora, S. (2018, March 19). Persuasive Advertising Techniques: Strategies That
Truly Work. Retrieved July 30, 2019, from MarketingWit:
https://marketingwit.com/persuasive-advertising-techniques

Nike. (2018, September 5). Nike Dream Crazy. Retrieved July 30, 2019, from
YouTube: https://www.youtube.com/watch?v=Fq2CvmgoO7I