Tyler Martin
Because of it’s massive popularity with over 11 million likes, I chose to analyze Nike’s facebook page to see how they utilized social media and propaganda to deal with the masses. Nike targets every able-bodied man and woman in every area of the world, so it is interesting to see how they apply something to everyone. Their headlining quote states, “If you have a body, you are an athlete.” Their strong visual appeal and motivational tactics are highly effective.
The first thing I noticed however was the talent and impressive artwork and graphic design behind advertisements for Nike apparel or equipment. The art ranged from subtle black and white pictures that highlighted a specific item to broad and colorful displays that showed diversity and liveliness of certain Nike products. The differences and ability they have to show those differences behind advertisements kept me interested and staring at certain items. They appeal strongly to the visual perspective. People tend to buy things that look good or that they think will look good and clearly with Nike’s success, they do a good job at this aspect.
The second major thing I noticed deals with the R part of the RIBS theory, is that whatever product you buy, Nike has some sort of ‘pump-up’ or phrase that induces some kind of hype behind it. This inspires customers to want to buy Nike as it influences them to get out and do something, and encourages them that they can be great. It gives back to the psychological esteem of the customer and likely increases willingness to buy and happier current customers. Because Nike has such a large fan base, the people have individual communities of runners, football players, et cetera that form their own sub-communities in which they have influence and can satisfy their desire to be a part of a group. Being one of the largest and most successful companies in the world, they have no problem with significance.
Liquid Force is a wakeboard producing company based out of California. They design some of the highest end boards and bindings, and are well recognized in the world of wakeboarding. Their homepage does a really good job of being simple and very visually appealing. The page only consists of labeled tab options with a large picture slideshow underneath. The slideshow showcases some really artsy and appealing pictures of Liquid Force athletes representing their Liquid Force gear. The pictures are smooth and clean, and really draw in an interest to look into the website more without being pushy. Underneath the pictures, is a video edit of a professional rider using his pro model board for even more visual appeal. The edit doesn’t say anything about the board or the company, but probably has a greater effect because of this. Most people aren’t interested in the specs of the board (its size and weight and other numerical factors), but instead in the way it looks. Because the professional rider pulls off so many smooth tricks, consumers are likely to picture themselves with that certain board and may be inspired to buy one for themselves. And to further emphasize visual appeal even more, they link several instagram profiles of their athletes and their own so that people can look through even more pictures. These instagram profiles also allow the consumers to see how the athletes use their Liquid Force gear in a non-professional, laid back, kind of style that allows people to connect easier. Because Liquid Force makes women’s and children’s boards as well, they have one picture in their slideshow to appeal to the female audience. I think that the instagram feature also appeals more to the female audience as the ratio is more favorable towards women of instagram users. The only text on the screen comes at the tabs at the top and some information in news at the bottom, but even the text is large, simple, and visually outstanding. It is easy to navigate and quickly find the information or sub-page you are looking for which would give consumers a happier attitude towards the company. Also links are found in small images on the side of the screen for a facebook page, twitter feed, youtube account, instagram, and pinterest, all extremely popular websites which helps to spread the word about the company. Overall I think the webpage does an amazing job of being visually appealing for any type of consumer (boy, girl, child, parent). Because it is so visually appealing and easy to navigate from, people are more likely to look through the website and their products. In this buisness, winning over a consumer visually is the most important part, and Liquid Force nails that in their website.
This commercial for Audi was aired during the 2012 Super Bowl. Although the advertisement really features only one part of the actual car in the new LED headlights (a factor that would not seem to be among the top priorities for most consumers), the commercial is more effective than that by poking fun at the social media interests during the time period. The theme of vampires somehow seemed to skyrocket with the Twilight series of books and movies. There were also a few other small TV shows that revolved around the lives of ‘humane’ vampires. Many people, mostly teenage girls, obsessed over this new theme of vampires, and because of its popularity, almost everybody heard about Twilight and all the swooning over the vampires. I found this Audi commercial very humorous because of the way it lightheartedly made fun of the ‘vampire lifestyle’ that was such a big deal socially and in the media. The commercial was probably understood by most families and I’m sure most of the males, who weren’t as obsessed as the women about the vampires and were more likely to make fun of them, found it to be quite funny. Because the men of a family would most likely be the ones to buy a car for their children, it appeals mainly to them. In general though, it creates a general good and humorous vibe surrounding the Audi brand, which would positively affect the way consumers view their cars.
This was an email I received not too long ago from an online shop that sells wakeboards and other recreational gear for the lake. I chose to analyze this one because I can still remember it now, so it must have done a pretty good job of advertising. The website, buywake.com, is having an end of the summer sale so they want to sell as much of their remaining 2012 gear before the new 2013 stuff comes into stock.
The first thing that stands out is the visual pop of the SALE, written in large black letters with white outlines to make it really stand out against the various bright background colors. This email really tries to appeal to the audience visually with large and easy to read text contrasted with the vivid and various background images. I think it does a good job of getting straight to the point of what people really love, things that are on SALE, and things that are FREE. At the top there is simple bright blue text that stands out against the black background exclaiming FREE SHIPPING!. Most people would be immediately interested by just these two exclamations of SALE and FREE instead of skipping over and deleting it. However, they have in small and hard to read print under the large block letters that the free shipping excludes *sale items, which is contrary to the main advertisement of the email. Once their attention is grabbed though, the background images of people using their products exemplify what someone could be doing if they were to buy something for him or herself in attempts to inspire that person to want to buy. The text under the large SALE letters, “EVERYTHING MUST GO SHOP NOW”, is almost telling people to check out the store and buy. The persuasive tactic may even be effective on a few people, or at least may get people to look at the site and possibly come back to it in the future.
I think this email does a good job of grabbing attention, and attracting people to visit the site through its strong visual appearance. Their appeal to SALE and FREE also inspires people to buy something because everybody loves saving money and getting things for free. This email caught my attention visually and had me wanting to check out the store and buy something so it obviously appeals to some people.
When I was thinking of a billboard to use, the Chick-fil-a cows came immediately to my mind. Although the advertisements or images may have nothing to do with actually eating chicken, they do a pretty good job of putting Chick-fil-a on your mind. The simplicity of each one (usually with two cows and a certain slogan downplaying beef in favor of chicken) make them easy to remember and recognize. Most people who have been exposed to Chick-fil-a and the advertising campaign would immediately recognize the cows and their purpose. The cows are portrayed with emotions and a vendetta against all beef eaters. Most people find humor and cuteness in the persona of the cows. Also the simplicity of each ad lets them appeal to all audiences. The cows themselves and the misspelled slogans add a bit of humor to each ad which usually creates a happy mood. The slogans written by the cows would be considered serious from their point of view, but from ours, they are more of a humorous intended guilt trip or persuasive tactic. While most people are probably not directly persuaded or hurt by certain the slogans (example above), they may subtly encourage that person to eat chicken at Chick-fil-a instead of a burger somewhere else. I think that this advertising campaign is most effective however for its appeal to all audiences, its simplicity, and memorability that brings out a good attitude in all people and their families towards Chick-fil-a, which influences them to eat there and keep coming back.
Intro Speech
the way that living things express themselves among one another. They may communicate through voice or dialogue, text on a computer screen, body language, and even silence. Communicating allows people to develop relationships and share ideas with the world, giving them a greater sense of place and self within the world and the people and things around them.
