When American football player Colin Kaepernick protested for black rights in mid-2016, I was astonished at the extent of the controversy that followed. Actually, I think sports should be neutral and apolitical. However, top athletes – who often have a great deal of influence in society – can stimulate political discourse and even trigger larger debates, as Kaepernick did. Consequently, I wanted to investigate why Kaepernick and Nike were attacked in the ensuing controversy and why a debate was triggered between different political factions in the US.
In the first chapter, I introduce media analysis. I examine how advertisements persuade their audience and how different media techniques and multimodality work together to capture the viewer’s attention more effectively. Special emphasis is given to how metaphors are created and how they function, how a utopian world perspective is communicated through commercials and how producers make use of unique selling points to cleverly place their products on the market. I reference the texts covered in class but also contribute my own thoughts and experiences to reflect on the contents on a more personal level.
In the second chapter, I discuss Nike and its famous ‘Dream Crazy’ commercial from 2018. I begin by answering the question of why Nike, as a global corporation, is particularly important when it comes to analysing advertisements. Subsequently, I provide background on the commercial, share my thoughts upon first viewing it and analyse its media production. Once more, I consider metaphors, utopia, multimodality and unique selling points. Finally, I summarise the findings and draw a conclusion.
Table of Contents
Introduction
Class 2: Persuasion and Multimodality in Media Analysis
Metaphors
Utopianism
Unique Selling Points
Multimodality
Class 3: Analysis of Nike’s ‘Dream Crazy’ Advertisement
Initial Thoughts about the Advertisement
Media Analysis of Metaphors, Utopianism and Multimodality
Controversy as a Unique Selling Proposition
Conclusion
Objectives and Topics
The primary aim of this reading journal is to investigate the efficacy of controversial advertising strategies, with a specific analytical focus on Nike’s 2018 ‘Dream Crazy’ commercial, by applying theoretical frameworks of media production and persuasion.
- Theoretical principles of media persuasion, including visual metaphors and utopianism.
- Technical elements of commercial production, such as multimodality, sound design, and editing.
- The marketing utilization of controversial social issues as a Unique Selling Proposition (USP).
- The role of brands in contemporary political and social discourse.
- Self-reflection on the emotional and psychological impact of marketing storytelling.
Excerpt from the Book
Media Analysis of Metaphors, Utopianism and Multimodality
Nike uses specific sounds to create a particular feeling and anchor meaning. ‘Dream Crazy’ incorporates the song ‘We Move Lightly’ by Dustin O’Halloran. The song title suggests a feeling of ease, freedom and cheerfulness.
Figure 2 depicts the initial bars of the piano piece. The boxed blue part highlights the most fundamental sequence in the song. It repeats several times throughout the song and consists of four bars. The melody played by the right hand goes from the key of A flat up to C and then down to G. The melody played by the left hand also shows this curve progression. If this progression was sketched, it would look like a curve. I associate this rise and fall with success and failure; as in life, there are always ups and downs. People fail at one point and must start from the beginning afterwards. Everyone can relate with this situation, because it affects everyone. To me, this is a really strong metaphor subconsciously perceived by our brains. In addition, the song’s three-four time signature is reminiscent of a buoyant dance throughout one’s life, like a waltz.
Summary of Chapters
Introduction: Provides a personal motivation for the study and outlines the research objective, which focuses on media analysis and the specific examination of Nike’s ‘Dream Crazy’ campaign.
Class 2: Persuasion and Multimodality in Media Analysis: Explores theoretical foundations of advertising through the lens of metaphors, utopianism, Unique Selling Points, and multimodal techniques like visual exhibitionism and sound design.
Class 3: Analysis of Nike’s ‘Dream Crazy’ Advertisement: Applies the aforementioned theoretical framework to analyze the production, emotional appeal, and controversial nature of the selected Nike commercial.
Conclusion: Summarizes the key findings regarding how modern advertisements utilize controversial topics and emotional storytelling to strengthen brand identity and engagement.
Keywords
Controversial Advertising, Nike, Dream Crazy, Media Analysis, Metaphor, Utopianism, Unique Selling Proposition, USP, Multimodality, Colin Kaepernick, Consumer Persuasion, Brand Identity, Hailing, Sound Design, Fourth Wall.
Frequently Asked Questions
What is the core subject of this reading journal?
The work examines the mechanisms behind controversial advertising, specifically analyzing how global brands use political and social debates to foster consumer engagement and reinforce their brand identity.
What are the primary thematic fields covered?
The paper covers media studies, advertising psychology, product marketing, the influence of sports figures in social discourse, and the technical production aspects of television commercials.
What is the primary research objective?
The objective is to understand how Nike used the controversial Colin Kaepernick protest as a strategic element in the ‘Dream Crazy’ campaign to increase brand visibility and align with specific target demographics.
Which scientific methods are employed?
The author employs a qualitative media analysis approach, utilizing concepts from film and media studies—such as the ‘system of the suture’ and ‘hailing’—to dissect the commercial's visual, auditory, and narrative structure.
What topics are discussed in the main body?
The main body transitions from theoretical concepts, such as metaphors and utopianism, to a detailed case study of the ‘Dream Crazy’ ad, evaluating production techniques like sound design, editing, and the direct address of the audience.
Which keywords best characterize the work?
Essential keywords include Controversial Advertising, Media Analysis, Multimodality, Utopianism, Brand Identity, and Unique Selling Proposition.
Why does the author consider ‘Dream Crazy’ a form of manipulation?
The author argues that because utopian styles create strong emotions to encourage viewer involvement, the commercial essentially alters reality, potentially leading consumers to associate product use with guaranteed success.
How does the author evaluate the use of silence in the advertisement?
The author notes that breaks in the narration and direct looks at the camera create moments of deep involvement, allowing the viewer to be fully captured by the commercial’s message.
What indicates the effectiveness of the ‘Dream Crazy’ campaign according to the text?
The text points to the commercial winning an Emmy, the significant media exposure it received, and the subsequent increase in Nike's share price and revenue as indicators of the campaign's success.
- Arbeit zitieren
- Cara Camello (Autor:in), 2020, Controversial Advertising with a Special Focus on Nike’s Ad 'Dream Crazy', München, GRIN Verlag, https://www.grin.com/document/1398350
