http://www.youtube.com/watch?v=w4TbxS_CdWE
In the Nike SPARQ training commercial, many of the modern advertising techniques criticized in Raymond Williams’ “Advertising: The Magic System” are employed. The commercial begins with LaDainian Tomlinson, a professional football player of the San Diego Chargers, saying, “My better is better than your better.” The purpose of this is to draw the attention of the viewer. The commercial then proceeds into exciting and captivating scenes of sports. Williams makes many interesting points about how advertising has become both an art and a device used to convince consumers to buy a product that they may not necessarily need or want. This commercial effectively accomplishes these goals. The scenes depict several very popular sports athletes in addition to numerous ordinary athletes who are training intensely. The music also adds an edge of enthusiasm to the commercial. The rhythm of the music combined with the fast, colorful, and graceful sports imagery stimulates strong interest in the viewer. Athletes seeing this advertisement may be inspired and feel that the key to becoming a better athlete is to buy the training equipment. As an athlete myself, I will admit that the commercial was pretty convincing and even though I may not need the equipment, I most certainly I want it.
Part of what makes this commercial so successful is that it is very appealing and reaches out to many people, not just athletes. For example, the father of a high school student athlete may see the commercial and be so convinced that the product will make his son/daughter perform better, that he will most likely buy it. This commercial is a perfect example of Raymond Williams’ idea of modern advertising. Williams would most definitely argue that the commercial is not only selling a product, but is also subconsciously promotes a new lifestyle.
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7 comments:
Good job linking and then explaining how Williams beliefs relate to the ad. I most certainly agree that the ad is convincing and inspires people to purchase maybe unneeded sports equipment. To better the post perhaps you could have touched on Fowler a little since the ad definitely uses many of the techniques he describes.
Jake Lichter
Good commentary, the commercial also uses Fowles need to dominate. The commercial has little bylines saying my power is better, my agility is better, etc. The target market for the commercial is athletes, and it really plays on their will to dominate their opponents.
Antonio Rengel
I agree with this post. I also think that the commercial focuses primarily on the consumers' need to better themselves,and snappy, clean, visuals and sounds, instead of focusing on the product they are trying to sell.
Dan Schneeberg
I think this ad would appeal to many athletes because it portrays the fact that Nike will turn one into a faster and stronger player. It includes several of Fowles' needs such as the "need to dominate" and the "need for achievement." Fowles would think it's effective because the music & graphics make it stand out from a lot of other ads. On the other hand, I believe Williams would find this ad disappointing because it focuses on selling an identity more so than the product itself.
Kyle Meier
I agree that this advertisement is like an art. With the entire colorful picture and the exciting music it certainly draws audience to watch this commercial. The visuals were related to the product and it is very appealing to athletes. Since the images kept changing it make the audience want to know what is going to happen next and I think this is a very good technique. I also agree with what you said about the Raymond Williams’ article, that advertisement makes viewers want the product.
Mary Quach
Good commentary on this commercial. This is a great example of Fowles use of celbrities to sell products and showing the thrist for dominance in our culture.
Joshua Torres
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