Visual Advertising
The world of advertising is the foundation for how a company communicates its product to the consumers. Here a complex struggle takes place continually to gain the attention, even for a second, of a potential buyer. The footwear industry is no exception, and when combined with the semiotics of today's culture advertising campaigns often are a chore to understand. With a close examination of two ads, we will be able to understand some of their underlying marketing themes more clearly.Nike's advertising campaign has always been one of power, the type that jumps out at the reader and grabs his or her attention. Though their ads receive huge recognition, when combined with the semiotics of today's culture these campaigns often are a chore to understand exactly what the company is communicating to its audience. Fig. 1, One of Nike's print ads depicts the silhouette of a runner under a dark, nighttime background. Surrounded by a light haze and outlined by the white clouds in the sky, the runner demonstrates the ideal of dedication. This image is then overlaid with the words "test your faith daily." Although a red swoosh is centered on the runner, this ad lacks the very thing i
The name "Nike" nor its shoes are not displayed anywhere in the ad. This type of advertising relates many signals to the reader based on the assumption that the reader identifies with the ad. But the sunshine symbolizes the reward and victory that comes with the hard work and dedication of running. Obviously their effort has not been as effective as Nike, but the company relies more on the grassroots advertising and product quality. By using this format, it connects with the serious runner. "Nike won the award for outstanding commercial--still a relatively new category for the Emmys--with a spot titled 'The Morning After'. Marketing strategies like this one are subtle but very real. The emotional appeal that this ad draws on asks the reader, "who is that person running?" Left in the imagination of the reader, the ad begins to associate itself to some ambiguous superstar. New Balance Print Ad:The New Balance print ad takes a much more business like approach to running. New Balance Television Advertising:After an intensive search effort, three commercials were able to be located on the Internet for New Balance. Having a symbol to relate to a product is a very important ingredient in advertising. " (Los Angeles Times) Nike TV commercials often are filled with the same glamour and ambiguity as their print ads. " From this the reader is driven to the conclusion that buying these shoes won't make the reader a superstar (like the Nike ad), and it won't make running conditions any better. The ad itself is divided into two sections.
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Acceptance Essays
