Advertising Campaign analysis

 

Nike's 'Find your Greatness' TV and online campaign.

Who is the target audience of both forms?
The target audience for the TV commercial would appear to be a range of ages which could be from as young as 8 to 30. This target audience could all fall under the category of 'Young' people. This is seen through the characters used in the commercial we can see that Nike have targeted a young demographic as they may be more inclined to purchase their products and may also connect better with the slogan of 'Find Your Greatness'.
The online poster campaign target market appears to share the same demographic as the commercial of 'Young' people however through a bold font on a plain white background the poster implies a simplistic view which could attract a slightly older secondary audience which could be around the 30-45 year olds who are stereotypically seen as an age group which search for direction or hobbies. This may link with Nike's slogan of 'Find Your Greatness'.


What devices/techniques, and technical and symbolic codes have been used to engage audiences?
In the TV commercial campaign the release date of the campaign was the same time as the London 2012 Olympic games which is a globally recognised event. This is symbolised by the constant referral London in the background of the locations shot in the commercial. This event is often referred to as 'inspirational' and Nike have used the theme of sport as well as their slogan of 'Find Your Greatness' to 'inspire' their target audience and suggest that their products may help them 'Find' their 'Greatness'.
In the print campaign the bold, gold writing on the plain white background connotes success. By seeing this colour Nike's target audience may feel inspired to take action as the text challenges the audience to reacting order to be successful like the text connotes.

Analyse Genre and Narrative
In both forms of this campaign the narrative (text/voiceover) is used as a structure which may aim to take the viewer/reader on a journey. However in the TV commercial, it has a visual aid which takes away the freedom of letting the viewer come to it's own decision on what is being said. With the constant relation to sport this is suggests that Nike is telling the viewer that 'Greatness' is related to sport. This is also product placement as Nike is a sportswear company.
However this differs in the online campaign as there is only the text on the screen to create a story, with this part of the campaign it is left to the interpretation of the reader to make their conclusion which means something to them. This may be way this part of the campaign is aimed at a older demographic as they are more inclined to make an independent judgement.

Analyse Issues of Representation (in both formats)
The main representation in the online campaign will differ depending on the individual. For some they may associate the text with achieving their dream or anything which maybe happening in their life (older demographic). This could be a reason why the online campaign could be targeted at a large audience range.
In the TV commercial their is a heavy representation with sport and youth. This is show by the young 'atheletes' used as characters in the commercial. This may be used to suggest that a younger demographic may be more likely to buy Nike's product. This may also suggest that the younger target market is more influenced by the visual symbolic commercial as well as visual product placement.


What institutional factors are relevant?
At the end of the commercial we see #FindYourGreatness which is connected with the social networking site twitter. This may encourage the viewer to search this online which may introduce them to the Nike website or lead them to discover more about the campaign and possible see the online poster and maybe create a buzz, which may lead to Nike's ad being talked about and shared between friends.
In the online campaign their is less of a social media element to it, possibly due to it being aimed at a older demographic. The globally recognised Nike 'tick' is enough to associate the campaign with Nike. Also where the advert is placed e.g. newspapers, buses, billboards will show an older 'traditional' method of campaigning.