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The paper “ Analysis of Nike’ s Advertising Campaign – a Need to Trade in the Acculturated Notions of the Gender and Power“ is an intriguing variant of case study on marketing. Nike Inc. began as an importer of the Japanese shoes in 1962 through the partnership of Bill Bowerman and Phil Knight which lead to the formation of Blue Ribbon Sports. Currently, the business holds about 37% of the market share. With increased competition within the industry, Nike developed an ad considered one of the most successful emotional branding (Nike, 2009). Besides, the loyalty of the potential customers to the company is off the charts considering the manner in which the business uses brand strategy and applies its emotional branding.

The business offers many products, which fall under one brand. Besides operating in the manufacturing of sportswear and equipment, Nike Inc. also has operations within the retail stores. Nike sponsors high profile athletes and teams globally with its properly established trademark known as "Just do it" and the Swoosh logo” Analysis of Nike’ s AdThe analysis is based on the “ integrated recruitment campaign” conducted in 2009 through California advertising agency 72andSunny with a theme noted as “ tap into the competitive spirit of young runners. ” The campaign referred to such as gathered action: “ Join the Men vs.

Women Challenge as Nikeplus. com. ” The campaign aimed to bring the runners into the competition started in March 2009 and elapsed in April of a similar year. Through the website of the company, Nike plus (Nike+) website, it was easy to purchase customizable athletic shoes, clothing, and software for tracking the distances run (Li & Shooshtari, 2007).

Acquiring the software granted the customers using the iPods and those designed for Nike+ SportBand to the largest running club of the in the world. In addition, the social media platforms such as Facebook continues with the provision of personalized reports, schedule training of the progress, and chances to interact with the other competitors. Even if “ Men vs. Women Challenge” finished the networked developed for Nike+ continues to exist from which the business maintains the active user base through an emphasis on the running community. Commodifying CompetitionThe major question arising from the invoked gendered competition by the business is why it used the strategy in luring the audience.

The campaign focuses on the resilient Euro-American setups of gender that consist of two discrete and hetero-normative categories which were initially opposed and unified and featured by gendered relations associated with inherent biological and psychological battle for dominance. The study undertaken on the American children’ s interactions on the school playground revealed that the “ friendly” competitive frameworks are usually employed indirectly with an aim addressing the underlying tensions. In most cases, the kids often frame the play citing “ we are only playing; it is all fun” which is a guide for the usual and serious messages of gender that normally associated with aggressiveness and sexuality (Jackson & Andrews, 2005).

Such a friendly competition highlights the cultural realities experienced on a daily basis. In most cases where there are such abstracts, there is often continuous enactment of masculinity and femininity through the coded behaviors. Similarly, in the ad presented by Nike’ s campaign, there is constant couching in terms of the play, which contributes to challenging. For example, in Nike’ s television ad, the features of the men and women seem to gleefully attempt in slowing the other down one another through the childish pranks (Borries, 2004).

As the more serious and highly competitive implications associated illustration of the print ads, nonetheless, what underlies such a responsive structure is the narrative of the actual dominance battle. Some of the critical factors to note are intense facial expressions and the dedication from the hand gestures. In “ Men vs. Women Challenge, ” the business seems to be calling for the youthful runners with an aim of proving their performance while offering their gender.

Rapidly, the popularity was able to circulate and inspire the issues associated with the couching of masculinity to improve athletic superiority and a high level of competitiveness. The questions arising relate to how the men would be considered should the women beat them in a game they consider theirs. Suddenly, there is an assertion of gender equality that women raise since they have the responsibility of proving that they are better than the men are. Firstly, they have to prove at running, then in the public arena, and maintenance of sexed female traits.

Generally, the race that occurs between the men and women becomes an indirect dialogue regarding both the physical, social power and negotiations of the gendered behaviours. With the integration of such factors, the ads seem to reflect the high risk associated with the 

References

602 Communications. (2014). Nike Brand Strategy: Using Emotional Branding in Nike Advertising. Retrieved December 8, 2016, from http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-the-story-of-heroism/

Arend, K. (2015). Female Athletes and Women's Sports: A Textual Analysis of Nike's Women-Directed Advertisements.

Berger, A. (2005). Media Analysis Techniques. Sage.

Borries, F. (2004). Who's Afraid of Niketown?: Nike Urbanism, Branding and the City of Tomorrow. Episode Publishers.

Hodge, C., & Walker, M. (2015). Persuasion and Athlete Endorsements: The Influence of Advertising Appeals on Consumer Perceptions of the Advertisement, Endorser, and Brand.

Jackson, S. J., & Andrews, D. L. (2005). Sport, Culture, and Advertising: Identities, Commodities and the Politics of Representation. Routledge.

Li, F., & Shooshtari, N. H. (2007). Multinational Corporations' Controversial Ad Campaigns in China--Lessons from Nike and Toyota. Advertising & Society Review, 8(1), 107-115.

Newell, G. (2013, February 18). Nike Brand Strategy: Emotional Branding Using the Story of Heroism. Retrieved from https://youtu.be/5Zk03ctwgW8

Nike. (2009, March 20). 72andSunny Launches Men Vs Women Campaign For Nike. Retrieved from http://designtaxi.com/news/25736/72andSunny-Launches-Men-Vs-Women-Campaign-For-Nike/

Nike. (2016). Nike Running. Retrieved December 8, 2016, from http://www.nike.com/xf/en_gb/c/running/&ref=http:/www.reed.edu/anthro/adprojects/2011/gould_ramey_butcher/

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