When American football player Colin Kaepernick protested for black rights in mid-2016, I was astonished at the extent of the controversy that followed. Actually, I think sports should be neutral and apolitical. However, top athletes – who often have a great deal of influence in society – can stimulate political discourse and even trigger larger debates, as Kaepernick did. Consequently, I wanted to investigate why Kaepernick and Nike were attacked in the ensuing controversy and why a debate was triggered between different political factions in the US.
In the first chapter, I introduce media analysis. I examine how advertisements persuade their audience and how different media techniques and multimodality work together to capture the viewer’s attention more effectively. Special emphasis is given to how metaphors are created and how they function, how a utopian world perspective is communicated through commercials and how producers make use of unique selling points to cleverly place their products on the market. I reference the texts covered in class but also contribute my own thoughts and experiences to reflect on the contents on a more personal level.
In the second chapter, I discuss Nike and its famous ‘Dream Crazy’ commercial from 2018. I begin by answering the question of why Nike, as a global corporation, is particularly important when it comes to analysing advertisements. Subsequently, I provide background on the commercial, share my thoughts upon first viewing it and analyse its media production. Once more, I consider metaphors, utopia, multimodality and unique selling points. Finally, I summarise the findings and draw a conclusion.
Table of Contents
- Introduction
- Class 2: Persuasion and Multimodality in Media Analysis
- Metaphors
- Utopianism
- Unique Selling Points
- Multimodality
- Class 3: Analysis of Nike's ‘Dream Crazy' Advertisement
- Initial Thoughts about the Advertisement
- Media Analysis of Metaphors, Utopianism and Multimodality
- Controversy as a Unique Selling Proposition
Objectives and Key Themes
This reading journal aims to explore the persuasive power of advertising, particularly focusing on Nike's ‘Dream Crazy’ commercial. The analysis delves into media techniques, multimodality, and how advertisements create associations through metaphors and utopianism. It also examines the controversy surrounding the commercial and how it acts as a unique selling proposition.
- Persuasion and Multimodality in Media Analysis
- Metaphors and their role in advertising
- Utopianism in advertising
- Unique Selling Points and their influence on consumer behavior
- Controversy as a marketing strategy
Chapter Summaries
The first chapter introduces media analysis and its role in understanding how advertisements persuade audiences. It delves into metaphors, utopianism, and unique selling points, demonstrating how advertisers create desire and associations for their products. The chapter references the text 'The Persuasive Power of Style' by Jeremy Butler and examines the use of metaphoric meaning, particularly through sound and music, as seen in a commercial for Noxzema shaving cream.
The second chapter examines Nike's ‘Dream Crazy’ commercial, highlighting the company's significance in advertising analysis. It explores the commercial's media production, focusing on metaphors, utopia, multimodality, and unique selling points. The chapter discusses the controversy surrounding the commercial and its potential as a marketing strategy.
Keywords
The main focus of this reading journal lies on the persuasive power of advertising, analyzing media techniques like metaphors, multimodality, and the creation of utopianism. It delves into the concept of unique selling points and their influence on consumer behavior. The journal specifically examines the controversy surrounding Nike's ‘Dream Crazy’ commercial and its use as a marketing strategy. This study utilizes concepts from the text 'The Persuasive Power of Style' by Jeremy Butler, offering insights into the effectiveness of advertising techniques.
- Quote paper
- Cara Camello (Author), 2020, Controversial Advertising with a Special Focus on Nike’s Ad 'Dream Crazy', Munich, GRIN Verlag, https://www.grin.com/document/1398350
