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Seeking classic advertising case analysis paper
1972, Nike was founded. 1976, Nike's sales were14 million dollars, but by 1983, it had exceeded 900 million dollars. After 30 years of hard work, the company's sales in 2000 were about 5000 times that of 1972. Phil, president of Nike: Knight said that we have a magical tool to talk to God-Nike advertising.
Indeed, in analyzing the successful experience of the rapid rise of Nike brand and ranking first, it is not difficult to see that the marketing strategy of Nike brand attaches great importance to the all-round interpretation of brand spirit and sportsmanship by advertisements, and it is the interpretation of brand spirit by advertisements that has become the soul of Nike products. Nike with soul is powerful and invincible. Nike advertisement is the creator of Nike myth.
Real and empty, the charm of ""is endless.
"Nike" comes from the Greek goddess of victory "Nike", which means invincible. Nike takes the flying symbol ""as the company's CI symbol, which is eye-catching and unique, reminiscent of the sense of flying speed in the process of sports. At the same time, this symbol also means "correct and affirmative" in the judgment of right and wrong, which brings positive psychological hints such as "choosing Nike is right" and "Nike is good". Ingeniously blending rich cultural connotations into symbols is an aspect of Nike's "reality and emptiness".
Symbols similar to the shape of ""are very common in life. Nike's advertisements show infinite creativity, and the body series is a classic example.
On the surface, this limb series uses human limbs to form an obvious ""shape, but judging from the creativity of the whole series, advertisements are not simply imitating "",but telling the public that this symbol is everywhere.
But Nike advertising can create a Nike myth, which is obviously not as simple as showing off simple shapes and combinations. The vision of advertising producers is quite far-reaching and long-term. Nike advertising not only covers a wide range, but also a considerable number of its works show amazing profound connotations. Motto series is the representative of this kind of works. In Nike's motto series, every advertisement and slogan expresses the sportsmanship that Nike has always emphasized.
If you really want it, as long as your heart is firm.
You will repel the pain, you can conquer it.
Use it. Use it.
Control it. Control it.
If you really want it, as long as your heart is firm.
Live your dreams and realize your dreams.
If you really want it, as long as your heart is firm.
Learn from failures and learn from setbacks.
Learn how to win the study.
If you really want it, as long as your heart is firm.
Your flame burns everything into passion.
All the pain
Failure, failure.
Criticism criticism
Glory glory
Grab the ball with the ball.
The last blow will kill.
You can do anything you want, you can do anything.
If you really want it, as long as your heart is firm.
Nike's air series ads. At dusk, under the setting sun, a lonely figure runs in the tired and desolate background of the city. It's just a silhouette, like a small black dot, which can be ignored. However, the city is dead, and only this little black dot is alive, which brings vitality to the whole picture. Endless struggle and endless life are the sportsmanship that Nike brings to consumers.
Nike's black I series film and television advertisements are classic. Advertising expresses the connotation of fairness, tolerance and competitive friendship through the behavior of black people, and interprets Nike's sportsmanship. Here, the little black man replaced ""as a sports symbol.
Virtual but real, the spirit of sports will last forever.
The formulation of advertising creative strategy always revolves around the core value of its brand-the sports spirit of human beings engaged in sports and challenging themselves.
Creative rule 1: Basketball is not a ball.
Rule 2 of creativity: conquer speed with speed.
Creative Rule 3: Make the product "think"
Rule 4 of creativity: Don't let go of your soul.
Rule five of creativity: it is best to let the product speak.
Rule 6 of Creativity: Make the Impossible Possible
Rule 7 of creativity: Be strong when you are old.
Rule 8 of Creativity: Who's Afraid of Who?
Creative Rule 9: Make Good Use of Star Weapons
The rules of creativity 10: totem, totem
Creative Article 1 1: It's up to you to run or not.
Creative Rule 12: "Do you want to wear it or not?"
Rule 13 of creativity: "I love football"
In order to win popularity and occupy the market, Nike has adopted a tried and tested star strategy. Compared with the above-mentioned "fuzzy" method, this star strategy can be said to be a "materialized" method, which finds a suitable expression object for the unspeakable spirit and can be said to be twice the result with half the effort. Nike has successively signed contracts with some famous sports stars, such as Jordan, Buckley, Agassi, Tiger Woods, etc., and used the persuasiveness of these stars in the target consumer groups to communicate with consumers in advertisements.
Nike's ability to change, celebrity publicity strategy, the construction of sportsmanship and large-scale sponsorship and publicity are all important reasons for Nike's invincible position.
A Successful Advertising Case-Adidas
Nature, peace, integration and truth
In the ads of Adidas, you won't see Nike's aggressiveness or recklessness, but it is natural, peaceful, convergent and true. Adidas just quietly leaves space for the audience to enjoy the natural space of sports, and will not be oppressed as if suffocating like the advertisement "Just do it". Quiet Adidas ads have a more harmonious affinity: "A be your own B", where A (Adidas) is just a part of your body. In a mature market, perhaps the convergence and charm of Adidas style are more likely to attract consumers' attention, so that consumers can truly realize the quality of Adidas brand: authenticity, inspiration, commitment and honesty.
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