What does one associate with the word Nike? Is it the unmistakable swoosh logo? The high-racing, adrenaline-pumping ad campaign? Or is it the high quality, top-performance athletic shoes? Whatever the association, Nike has always effectively presented itself to its consumers. Its main focus consistently portrays a dedication toward its athletes. The shoe company commonly says within the media and especially in this ad that, ÒAthletes donÕt have to serve our needs, we have to serve theirs.Ó This description illustrates the reason Nike always has been at the top in shoe production and quality. They have created a well-known image among the people who choose to wear them. However, most of their success is based on the manner in which they present their ad campaign. An advertisement in Entertainment Weekly vividly portrays this idea. Through detailed and complex images and text, the ad is very persuasive in describing to the audience that Nike shoes are the best. It captivates its audience and compels them to want to buy these awesome athletic shoes.

Many factors play into the development of an effective advertisement. The visual layout is one of the most important. Through complex ideas and placements, the attractiveness of a piece is a key component geared to grab the readerÕs attention and persuade them to buy the product. This Nike advertisement is very unusual in design. It presents itself primarily in black-and-white, a harsh realism which does not play on the readers soft side. The pictures are real, no false lighting, no fake imitations, no pretty displays; the shoes, and the athletes endorsing them, are presented in an authentic fashion. This genuine representation is very noticeable with the snapshots of Michael Johnson, on the inside cover. His face is dripping in sweat as he waits anxiously to begin the high adrenaline race. They illustrate another descriptive visualization on the back cover. Here, what could be more attractive than Bob Kempainen vomiting on the side lines of the marathon race. Nike is not here to show the glamour of wearing their shoes or show the satisfaction of being an athlete. They are here to present the hard-core, rigid image of real life with Nike shoes. Life is tough, sports are tough, and so are Nike shoes.

Colors are distinctively added to key words and phrases which attract the readersÕ attention. OneÕs focus is drawn to the sharp yellow contrast of text and pictures. In the center of the ad stands a Òsmiley face,Ó transformed to give a look of seriousness and determination concerning Nike shoes. The striking colorization of text accentuates the readerÕs perception about the shoes. Words, such as zoom, fitness craze, fashion craze, and marketing craze subtly point to the advantageous characteristics of Nikes; they are fast and power-durable athletic shoes that maintain a high level of fashion and appeal to the public. This is no ordinary ad and the audience can sense immediately that the overall picture presented is quite serious. Another example of this use of visualization is the fact that all text is in newspaper type. Some messages are whited-out so the audience cannot read them. The entire layout of the advertisement presents itself like a scrapbook. Important words are enlarged and placed in bold to give an overall sense of raw, undefined dare. Pictures appear to be cut out of magazines and glued next to newspaper clippings. Random words have been selected out of magazines and pasted in an order that creates unique phrases and dialect. One can see where the author found last minute clippings that needed to be added to the poster; they are placed in small corners and overlap each other, bound by tape. NikeÕs marketing designer chose to create a contrast within its context. Everything is in extreme: dark and light shades, bright yellow and soft blue. The blue is characteristic of the shoes themselves. A very soft color, its usual connotations are ones of passive action and softness. At first glance, the shoes look ordinary. No distinct features stand out about them. They are just big white tennis shoes with blue trim and the blue swoosh. However, in a close up view of the soles, one sees a different picture. The spellbinding, psychedelic, glowing, yellow and blue design presents the idea that there is more to these shoes than meets the eye. These shoes were made for some serious foot action. The advertisement also wants the reader to notice the many athletes who wear these remarkable shoes. In specific places within the ad, people such as Andre Agassi, Penny Hardaway, and Bob Kempainen draw attention from an audience by being presented in color. Andre is actually seen in a snapshot wearing a swoosh Nike bandana on the tennis court. A vivid portrayal on Bob Kempainen finishing a marathon is highlighted by the fact that he is wearing Nike shoes. Is this all coincidence or is there something special about these shoes which draws athletes to want to wear them?

The speaker of this advertisement is, in fact, Nike. It displays itself as an authoritative speaker on the shoes and creates a common link between speaker and audience. They are both looking for the same types of characteristics in a shoe. Nike knows what athletes need to perform at perfection and understands the strain exercise requires. Therefore, shoes must be high quality, comfortable, and durable in order to survive the test of effectiveness. These qualities are what draw athletes to prefer Nike shoes.Compared to other advertisements, the language is quite crude. For example, the two questions in the ad which draw attention by their forceful wording are: Ò Who the Hell Does Nike Think They Are?Ó Ò Who the Hell Do You Think You Are?Ó This type of slang can quite easily be associated with the conversation of athletes or uncouth people. They gear this language toward the Òno guts, no gloryÓ audience. Young athletes, hard workers, and fighters can relate to the harsh lingo offered with Nike. The author intends the readerÕs reaction towards the new, crude portrayal of athletic shoes to be one of shock or astonishment. The audience finds itself pondering the question ÒWhat kind of ad is this?Ó They find the answer somewhere between the unorganized collection of jargon and images used to portray the rough, hard-faced attitude of Nike shoes. The assumption can be made that the speaker, too, could have a vigorous lifestyle with a determined, Òno fearÓand winning aggression for life attitude. Therefore, the speaker and the audience seem capable of joining together because of their similar backgrounds.

The whole message demonstrated in the Nike advertisement is: Nike shoes are the best, and if one wants to be the best, wear Nike shoes. The shoe industry prides themselves with the fact that they are geared toward top performance and specialize in athletic equipment. The advertisement is quoted as saying: ÒNike is a shoe company excuse me, an athletic shoe company.Ó The theme of buying Nike shoes is accompanied with doing exercise. One of the major underlying themes is total fitness and how to gain total conditioning of oneÕs body. A definition of the ultimate gym workout is described within the context of an exclamation point. It pulsates the idea of hard work, a driven energy to achieve oneÕs goal. ÒWe donÕt make ruby slippers; you donÕt just put them on and get magical athletic powers. ItÕs not that simple. So use them for what they were made for. We dare you to see what youÕre capable of.Ó The Òno pain, no gainÓ audience is automatically compelled to take this Nike challenge to the highest limit. They thrive on beating the odds and being a part of the ultimate athletic experience. Nike flourishes after this type of attitude and receives maximum success. Almost everyone can apply the slogan ÒJust Do ItÓ to their lives in any situation; almost everyone is familiar to its association with Nike. The powerful message indicates that Òit is the collective voice of every Angel and every Devil that sits on every shoulder of everyone whoever faced the big challenge, whoever had to choose between whatÕs behind the curtain or whatÕs behind door number two, whoever wondered ÔCould I Do It?Õ Ó Nike shoes give athletes a more responsive and touch sensitive approach while doing strenuous exercise. ÒThe Zoom Air cushioning makes it faster and more responsive. If youÕd like to feel the court beneath your feet as you chase down those returns no one thinks you can get to, you might choose to wear them, too.Ó

However, the author is careful not to deceive its audience to believe that these tennis shoes work miracles, but to have faith in oneself. Live the dream. ÒDare to do what it takes to be the best, and then, whether you win, lose, or collapse on the finish line, at worst youÕll know exactly who you are.Ó This advertisement plays well on emotions. There is no question that people strive to be the best and live up to their potential. Nike applies this principle in its message by stating that its shoes help to reach goals by boosting confidence in the reader about their abilities and offering a key to obtaining their success by buying Nike shoes. A major point illustrated in the ad is that Nike is proud of the winners and the assertive players who become the best. They live through the idea of survival of the fittest. Nike wants to point out that being an athlete is not all glamor and stardom. Strenuous labor, sweat, and strained muscles is the realism of being great. It involves driving oneself with such passion as to continue the labor when others quit, and being solely committed to oneÕs goals and aspirations. This is what Nike commends itself on: being a part of the enthusiasm which makes athletes always first. Nike comments on Bob Kempainen by saying,Ó he crossed the finish line and puked all over his Nike running shoes. We canÕt tell you how proud we were.Ó It is this type of commitment that Nike is striving to achieve from everyone in its audience. They will then associate winners with Nikes and buy them to be like winners.

One argument about this advertisement is illustrated in the fact that the ad is not geared toward the majority of the population, but rather a select few. Nike limits its audience to the physically active group in society. The ad narrows its focus to the younger generations where futures are undecided and dreams could still become reality. Nike challenges young adults to face their ambitions and thus, grow within themselves. Thefefore, an underlying message is: by wearing Nike athletic shoes, youth believe their challenges can be met with confidence because of the associated rewards that accompany Nike shoes . Many people may think,"If Michael Johnson is successful by wearing Nikes and working hard ,then , I should also be successful by wearing Nikes and working hard."

Overall, the advertisement presents a very complex and effective argument about Nike shoes. Although already familiar and successful in todayÕs media, Nike strives even harder to reach a fresh, young audience. Through unusual graphic effects and striking textual layouts, the ad presents itself on a unique level. Its harsh realism plays on the emotions of the audience by complementing their striving efforts to perform at their peak while suggesting that they could perform even better if they wore Nike athletic shoes.