brave…” appear in Chance’s verse. Using phrases used in this country’s most patriotic song really draws the attention of the patriots Nike is trying to reach in a very interesting way. The fact that they appear in his verse in a subtle manner, combined with the slow motion shots of players in black & white and the soft, melodic piano playing makes the viewer really want to listen carefully. It’s a different type of commercial and their spokesman is not speaking like they normally do on every day commercials, so it really catches attention. Once Chance hits the note in “Oh say can you see”, patriots will tune in, just for the curiosity of why they are quoting such an American song. These tactics do not apply just to 100% patriots, but more or less the patriot in us all. We all live in America for a reason. We all have to like it here at least a little bit. Otherwise we would not be here. Tie that into the fact that it was around the same time as the Olympics, where countries get behind their athletes to prove that they are the “best”, our patriotism was extremely vulnerable to be taken advantage of, and Nike did just that. Another demographic Nike tries to reach is, obviously, sport lovers. The way they do this is through the phrases many sport fans would easily recognize. These phrases include “We want a W”, “We want highlights”, “I bought your jersey”, “Buzzer beaters”, and “We want results”. Every sports fan can resonate with at least a couple of these terms. If a fan misses the game for some odd reason, what do you think they would like to see to get them caught up on it? Highlights, of course! Watching Sportscenter, whose name is self-explanatory, is part of the majority of sport fans’ daily routine, whether they missed their game or not. Fans express their favorite team and/or player by simply buying a jersey.
It’s easier to show people whose side you are on rather than to tell them. Now for the term “buzzer beaters”, that resonates more deeply with big basketball fans, but regardless, if you are a sports fan, you know the term. I may not be a fan of the Indiana Pacers vs. the Sacramento Kings basketball game, but if I hear there was a buzzer beater, I can guarantee you I am turning on the highlights as soon as I can. Lastly, sports fans around the world want W’s (which, in this case, means “wins”). No sports fan wants to lose, that is common knowledge. This also ties into the term “We want results”. Every sports fan wants their team to win the championship for their sport every, damn, year. No matter how ridiculous and far-
You've reached the end of your free preview.
Want to read all 5 pages?
- Fall '08
- Fan, Flag of the United States, American flag