Compare the Nike Free and Levis 501 anti-fit television/cinema adverts

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Luke Lobo                Saturday, 14 June 2008

English Media Essay - Compare the Nike Free and Levis 501 anti-fit television/cinema adverts

TV advertising is a power which affects us all; the most powerful type of media. It is able to change our opinions and our feelings. There are two types of advertising: primary advertising and secondary advertising. Primary advertising, where services and items are directly advertised, has been so influential that adverts have had to be suspended as factories cannot cope with the consumer demand such as in the case of the 1984 Levis Laundrette advert, when sales went up by 800%. It is also shown that they are a good way of advertising from the cost. 30 seconds, the average length of a TV advert, during the last episode of Friends cost 1 million pounds and large successful companies don’t throw money away; their increase in income must be significant for them to spend 1 million pounds on advertising. Indirect advertising, where advertising isn’t the primary purpose, is also incredibly strong. An example of this is the recent Live 8 concert which dramatically affected CD sales for some of the bands involved. For example The Who’s CD sales went up 900%, Annie Lennox’s Eurythmics sales went up by 500%, and Pink Floyds sales by 300%.

This essay will compare two different television/cinema adverts, the Levis 501 anti-fit (2005) advert and the Nike Free (2005) commercial. The two adverts have different target audiences: the Levis advert being for young adults around 16-25 while the Nike advert has a much broader target audience as it is just aimed at healthy and active people of any age, people who like any kind of sport. The different adverts would also be shown at different times, before different films and on different channels. The Nike advert is more likely to be shown during a sports program, during soaps and before most films, while the Levis advert is likely to be shown in the evenings, on channels such as MTV, Channel 4 and E4, and before films which appeal to the target audience.

Both adverts have been produced by major global brands as both Nike and Levis are recognised all over the world. Their brand image is very important, due to the huge competition between worldwide brands. Although each brand’s individual products are similar, most people will buy from the brands that are “cool” due to peer pressure. It is therefore important for people to recognize you as the best brand. Other global brands, such as Coke, and McDonalds, are also recognised all over the world and have become a symbol of modern culture and lifestyle in the western world. However global brands are also becoming known for the exploitation of young children and women in third world countries. The large companies build huge factories out in these countries and then let women and children make the best-selling products for minimal pay. Both adverts are aimed to keep existing customers, more than they are aimed at attracting new customers. This is brand loyalty, keeping people coming back for more, rather than trying to get everyone to buy your products once.

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The Nike Free advert’s denotation is a series of individuals, some celebrities and others unknown, who are doing different sports activities barefoot. The commercial starts with a group of Kenyan athletes running through the African savannah, and then finishes with the same group running away into the distance, wearing the Nike Free sports shoes. The advert creates a message saying that your feet are an important part of your body which need taking care off. Using the Nike footwear is a good way of doing this. Also, there is an implied message, which says that to be the best ...

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