Techniques
Nike "Possibilities" Ad
This commercial uses the endorsement technique. It also uses transfer. Transfer is when something gives the product or idea a positive image. Endorsement is when a celebrity or celebrities are used to give a positive image to a product or idea. In this video, endorsement is used by the ad showing all the celebrities. For example, they use Pique, Neymar, Serena Willians, and LeBron James. They show that with these shoes, you could be great at soccer and at basketball. They advertise the product by wearing it, or using it. They sell the product by showing celebrities using the product. They use celebrities because people who are fans of these people will also use the product. If their "role model" can use it, they will also.
Dwyane Wade and Kevin Durant Gatorade ad
This ad advertises Gatorade by using snob appeal. Snob appeal is when a message is sent about something is valuable because a "special person or people" favor it. In this ad, NBA all star Kevin Durant has a dream about another NBA star, Dwyane Wade, blocking his dunk and making the Miami Heat win the match. After this dream, Durant works out and only uses Gatorade products to energize him. This helps the product sell by saying that Kevin Durant appreciates it because he is special. So if you don't, you aren't special.
The Gatorade commercial is also one of my favorites. I like how they advertized the Gatorade by showing that Kevin Durant uses it to be energized and in shape for the game. The way they used snob appeal helps me to buy the product in this commercial because it shows that with Gatorade, I can be cool like Kevin Durant and that I can do all of this stuff if I drink Gatorade. The target audience is basically anyone who does sports and does active activities. If you do basketball or soccer or other sports, normally you would bring Gatorade because it is an energy drink and you need to be energized. So, basically anyone who does sports would use it. The commercial will make money because Kevin Durant used it, so Kevin Durant fans would use it. Also, the ad shows that drinking Gatorade can help you win and do better. Lastly, Gatorade is pretty much the only major energy drink company (besides Powerade, or the small companies like Red Bull or Monster). So that shows that Gatorade would sell their product successfully.
Dwyane Wade and Kevin Durant Gatorade ad
This ad advertises Gatorade by using snob appeal. Snob appeal is when a message is sent about something is valuable because a "special person or people" favor it. In this ad, NBA all star Kevin Durant has a dream about another NBA star, Dwyane Wade, blocking his dunk and making the Miami Heat win the match. After this dream, Durant works out and only uses Gatorade products to energize him. This helps the product sell by saying that Kevin Durant appreciates it because he is special. So if you don't, you aren't special.
My Opinion
The Nike Possibilities ad is my favorite ad of all time. It uses Pique and Neymar, my two favorite soccer players, and it also uses LeBron James, my favorite basketball player and my favorite athlete. I also like how they say that everything is possible, but how trying to beat LeBron needs a lot of luck. I think they made a great commercial. The endorsement strategy wants to make me buy this product because it names all these great athletes that use the product, so it makes me want to buy it too. If you are a fan of Serena Williams, you would probably want to do what she does, wear what she wears. I think the target audience can be from the ages 11-30 years old. I think this because these shoes would probably be used by adults and teens because they go to the gym, run marathons, and do other active things. Preteens might also use it to have good shoes, or because they do sports and need those type of shoes. I do think the commercial will make money because of 3 reasons. First, Nike is one of the largest shoe companies, so that alone says that many people would've bought this shoe. Second, it is actually a really nice shoe and is good quality. Many teens and athletes would buy this shoe to help with their performances. Third, small parts in the ad give a positive image on the shoes. The soccer and basketball part shows that if you have these shoes, you can be good at this sport.The Gatorade commercial is also one of my favorites. I like how they advertized the Gatorade by showing that Kevin Durant uses it to be energized and in shape for the game. The way they used snob appeal helps me to buy the product in this commercial because it shows that with Gatorade, I can be cool like Kevin Durant and that I can do all of this stuff if I drink Gatorade. The target audience is basically anyone who does sports and does active activities. If you do basketball or soccer or other sports, normally you would bring Gatorade because it is an energy drink and you need to be energized. So, basically anyone who does sports would use it. The commercial will make money because Kevin Durant used it, so Kevin Durant fans would use it. Also, the ad shows that drinking Gatorade can help you win and do better. Lastly, Gatorade is pretty much the only major energy drink company (besides Powerade, or the small companies like Red Bull or Monster). So that shows that Gatorade would sell their product successfully.
Top 5 endorsement ads
1. In this ad, Kobe Bryant and the professor introduce the new
Spalding Infusion basketball. It shows endorsement because Kobe
Bryant is one of the greatest basketball players of all time, after
Michael Jordan and LeBron James. When the ad shows him using
the ball, people would buy it because Kobe like it.
2. This commercial uses Endorsement because Cristiano Ronaldo and
Rafael Nadal, two very famous athletes, advertise the new Mercurial
cleats from Nike. Because these two are in the commercial, people
would buy them
3. In this commercial, Iman Shumpert and Damian Lillard advertize the new Adidas shoes.
In this ad, endorsement is used because Iman Shumpert and Damian Lillard are two
famous basketball players. Because they are advertizing the shoe, their fans would want it to.
4. In this ad, Blake Griffin is literally endorsing
the footlocker shoes. This commercial uses endorsement
by Blake Griffin saying he likes the shoes. So people
would buy it because Blake Griffin approves it.
5. In this ad Carmelo advertises the footlocker
gear. He endorses it by wearing it. Carmelo Anthony
is one of the best basketball players so people would
buy footlocker gear.
Top 5 snob appeal ads
1. In this ad, LeBron James and Dwight Howardgo against each other in a dunking competition
to see who wins the McDonald lunch. This ad shows
snob appeal because LeBron and Dwight appreciate
McDonalds so much, that they fight over it.
2. In this ad, Blake Griffin and Kevin Love have a Jenga-basketball competition. It shows
snob appeal because they love the game and play it the "manly way".
3. In this ad, Michael Jordan and Larry Bird do trick shots to see who gets the Big Mac.
This shows snob appeal because Jordan and Bird appreciate the Big Mac from McDonalds that they would also fight over it.
4. In this ad, Stephen Curry tries to advise James Harden to go to
footlocker because he says it's fresh. It shows snob appeal because
Stephen Curry appreciates footlocker.
5. In this commercial, Derrick Rose talks about how basketball is still everything, even without the fame, money, and the spot-light. He advertizes the new Adidas shoe in this commercial. It shows snob appeal because Derrick Rose appreciates and uses Adidas a lot, so many people would want to buy it.
My Challenge and Question
All of these commercials had more techniques used than just snob appeal and endorsement. What other strategies were used in the commercials? In the comment section, list the other techniques used in the advertizements. Good Luck!
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