Oh how people love Nike! Nike shoes, Nike shorts, Nike everything is what I see commonly students wear at school. I myself own Nike products. Nike is always coming up with new shoes that are light and flexible. Now they made Nike Free TR Breathe Shoe! What is Nike Free TR Breathe Shoe? Let me explain that they are the most flexible shoes that will move at any motion that feet are doing. Well, accordingly to the video it is. Not only the shoes are flexible but also Gabby Douglas, a gold medalists at the Summer Olympics of 2012, shows off her gymnastics' abilities. The caption that Nike has for the video is “When things don’t go according to plan gymnast Gabby Douglas gets flexible in the Nike Free TR Breathe Shoe”
The Nike company are trying to persuade consumers to buy this shoes. How? By saying that they are so flexible that the shoes even flex as the same capability as Gabby Douglas. Gabby Douglas is displayed in this video to make people think that if she wears them then they truly flexible. Also by the quote they use, they are saying that when plans go wrong Douglas rely on the shoes to make things better. The Nike video uses a basic appeal that advertisement use and that is the need to achieve. Need to achieve ads usually have a sports figure, which in this case is Gabby Douglas, who is projecting the product, the Nike shoes.
At the end of the video they put “Nike Free”. They use that quote as to resemble two things, the quote is an ambiguity. First, that the shoes are also useful in many ways. For, example, to open doors like how Douglas did it herself. Second that they are “free” which means the shoes are flexible to move anywhere they want. The shoes are not stiff where the foot has to one place all the time. Also the word “Nike” is reification because just the word itself symbolizes a brand that is very popular so it must be a good brand.
At the end of the video it says, “Ultimate Flexibility”. Nike reinforces the idea of flexibility of the shoes by saying it directly and at the end. By now people are thinking, “Wow, those shoes are so flexible, they must be very nice to wear. I have to buy them because Gabby has them.” If she has them so what. You don’t need to buy them because she has them, it won’t the person more flexible than they are. “But they are really nice! I love the color!” is what people say when they buy something.
Overall, Nike always try to have athletics wear their products, so that consumers look up to them and buy Nike products to feel they could also achieve like the sport figures. Having the shoes won’t make a difference of increasing one’s flexibility, shown in the video. Next time, who will they use to make their products be desirable to consumers?
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