“Just Do It”
Advertisements are the most popular tools used for promoting products in the market. “Just Do It” is a Nike Company’s Lebo and campaign that targets at getting every person to lose weight by joining a sport, running miles and essentially not being lazy. This means that the campaign urges people never turn back or answer back to the advertisement because a person has to just do it. “Just Do It” means no thinking twice or having second thoughts about fitness, a person has to wake up and just do it because there are no negative outcomes of fitness. The campaign is aimed at stopping adjournments and delays and start exercising. Nike is a famous known company throughout the world and numerous individuals are familiar with its brand and products (Frisch, 2004).
The element focuses on numerous athletes, because Nike is a manufacturer generating athletics’ products and gear anywhere from mouth to tennis rackets. Even its official line of clothing is sporty in nature meaning that the company is specialized in producing sporty items. Many people can recognize the “Just Do It” trade mark and check mark logo as a symbol of Nike; those people are most likely to be athletes or possess certain basic information that Nike is a sporting manufacturer. Nike is known for excellent quality collections. This context examines three adverts with the “Just Do It” label and visual analyze them accordingly.
Visual Argument 1: Nike – “Just Do It”
The illustration shows a young boy urinating on the wall side. The manuscript is deliberately written on the wall with the words: “Just do it”. It is evident that the words on the wall do not only apply to this situation but also can be used to other situations where a person has to do it. The text means extremely more than what is seen in the image, but it formulates a point under the limits of this perspective (Rhode Island, 1995). As seen, the reason of this diagram is to encourage people to be impulsive and do what they intend to do. According to the boy in this picture, he wants to use the toilet, but it is nowhere next to him. The words: “Just Do It” gives the boy courage to do it. Nike requires its association and customers to be unstructured, the ones who get high with time and struggle to get what they need. This image urges the viewers to do it no matter what.
The targeted viewers are large in number, especially people who are familiar with the Nike Company. They are able to understand the message better and take action. The commercial uses uncomplicated thought: Open urination. Everybody goes to the bathroom; for that reason, the budding addressees are vast (Katz, 1994). The essential ethics of the message are simple and not hard to understand. Nevertheless, there is a deeper meaning, and the seen manuscript picture is one of the representations of the intact organization. This memorandum and the standards connected to it would only be understood by the people who know the brand and their products.
This slogan can appear any place Nike feels like; the company can make use of this image and text where it is appropriate. The company employs a wide range of strategies to meet their clients’ needs. This is a conical approach to meeting their target audience (Van & Jewitt, 2001). The advert is used in proper context and in a surrounding where it will reach the most latent customers. The phrase “Just Do It” is the brand label for the Nike Company; the slogan does not motivate any thoughts or emotions towards any person. Anyone who is familiar with Nike organization can simply associate the saying with the company. The argument also contains some visual elements that help the audience to comprehend it. The initial element is the text, which assists the audience to understand the image.
The text is associated to the activity in the visual meaning; both the message and visual argument are comprehensible to the audience. The Nike swoosh on the wall is solid visual proof for the reason and motive of advertisement (Katz, 1994). Without the text and swoosh on the wall, the image would be portraying an entirely different message to the audience. The text connection with the Nike brand is an extensive factor in understanding the visual. The Nike swoosh is an ordinary representation connected with athletics which makes the brand extensively identified in the athletic industry. “Just Do It” is the chief argument of this visual, and it symbolizes a primary brand in the athletic context.
Visual Argument 2: Concept of Moving On
This advertisement implies to the audience; it implies that the audience can achieve their personal success if they use the Nike Company products. As it is seen from the image, the kid is using a skiing item and wants to ride down the hill, which is very steep and a little frightening. The advertisement urges the boy not to look behind and go for it. The argument in the advertisement suits all genders, races and ethnicities because all people want to succeed. The advertisement urges people to take risks without looking back (Van & Jewitt, 2001). In order to comprehend the message in the image, the audience has to be attentive because the argument is somehow hidden. A person might take it literary and think that the advertisement means not to care too much. No parent can allow a small child like the one in the advertisement to ski on a steep hill like that (Rhode Island, 1995).
However, the advertisement does not address any class or level of income of people; it addresses all hardworking people who wish to succeed in life. The advertisement is quite general. It does not present knowledge of different contexts like fashions, events, fads and people. It also does not invite its audience to recognize with a certain character or situation because it urges people to be focused and “Just Do It”.
Visual Argument 3: Concept of Fitness
This advertisement implies to the audience that fitness is essential for life, because as a sports person, it is easy to win when doing exercises and training. The advertisement uses a female tennis player in order to convey the message that not only men should be trained or stay fit but also women. The advertising message is addressed to different people because it does not specify the race or ethnicity (Katz, 1994). Tennis game is a global game meaning that people of all races from all over the world can exercise and be athletic in order to win competitions. The advertisement also applies to the audience that education is not the chief essence of fitness; a person can keep fit and win games also because of talent. The label “Just Do It” on the woman’s hand gives morale to work hard and be focused to winning (Goldman & Papson, 1998). This applies to all people who want to have a victorious life.