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range of disciplines contributed to the development of the fact base and this framework”(Nike). The campaign provides ideas, programs to implement in schools, and statistics about the importance of physical activity. Programs like this help to associate Nike with charity and a strong proponent of a physical lifestyle. The promotion of these types of programs and the programs themselves act as a form of advertisement for Nike. Nike’s popularity, power, and cultural value have also turned Nike into a target for the media. Nike has been criticized for exploitative practices (Stabile, 2013). Even with this bad press, Nike is one of the most well recognized brands around the world. This is in large part due to the company’s advertisements and endorsements. Authors Goldman and Papson write, “The Nike’s swoosh is a commercial symbol that has come to stand for athletic-excellence, a spirit of determination, hip authenticity, and playful self-awareness” (Goldman and Papson, 1998). Nike has been extremely successful atattaching a philosophy of authenticity with their ads. Nike has intensified the value of their 2
image by the attitude they project, and the way in which it addresses viewers (Goldman & Papson 33). Nike’s advertisements and Nike’s symbol have become so well recognized that many ads do not even feature the name Nike, and only feature “the swoosh”. Similarly, Nike’s “Just do it” campaign has become an integral part of our daily vocabulary (Goldman and Papson,1998).As opposed to Nike, American Apparel is a "sweatshop free" clothing company, which means all of their clothing is made in the United States (American Apparel). The company campaigns that their workers’ wages are 50 times greater than their competitors (American Apparel). American Apparel is politically active. The company offers resources like their billboards, advertisements, press, and printed shirts to support political causes and social activism. The company’s two biggest issues that they have been supporting are Immigration Reform and Gay Rights (American Apparel). American Apparel is also known for their controversial advertisements, particularly the ads that are displayed on the company’s online site.The ads typically are very sexual in nature. Nudity is common in their ads. American Apparel CEO and Founder, Dov Charney, states “The American Apparel advertising campaign has become as synonymous with our brand name as the signature Made in the USA basics that first put us on the map” (American Apparel). American Apparel strongly believes that their advertisements reflect the company and the brand’s philosophy extremely well. American Apparel has had several ads that were banned by The Advertising Standards Authority in Britain.In response to the ASA, American Apparel released a response that their models are of age and published in magazines that are clearly intended for mature, fashion-forward audiences (Krupnick, 2013).