jumpman23- the appeal of advertising Essay example -- essays research

Jumpman23Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the prevalent superstar and decided to give him his own habiliments line named Jumpman23. It is the almost popular form of sports apparel available and the white logo that adorns for each one article of apparel is known realitywide. Michael Jordan is arguably the most loved and reckon athlete of this generation, thus the ad for this company depicted in ESPN The time takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses nonrecreational baseball player Derrick Jeter to send its message and promote its apparel. In the audition Absolution for sales agreement, Charity Miller writes, We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply learn to persuade us to buy a particular product or use a part icular service. More subtly, they influence us by appealing to our desires or exploiting our emotions. The image of Jeter training alone in a middle school clothed head to toe in Michael Jordans clothing line combine with a poem above describing his intentions. This scene portrays the sonorous lop and dedication that will eventually lead to success as things an athlete of any level should judge while tearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to prepare a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23s ability to interest buyers no emergence what age, race, or sport.The advertisement gives the impression that success does not come easily. To fall into place a goal there is a lot of hard work that goes into the process. This is how Jeter is portrayed in the picture. He is alone, in a dark gym surrounded by mirrors training with a thirty-five pound weig ht. He stares at his reflection in the mirror, deep in concentration, and highly motivated. The fall at the end of the tunnel whether it be a world accompaniment or simply a playground victory takes time, effort, and dedication and he is in the course of working towards that goal. Part of why the ad does not show him on the field, or celebrating a victory is because it wants to capture the innumerable hours... ...er Jason Taylor Team Jordan is something I wanted to do my whole career. Michael exemplifies everything that I deal an athlete should be. The desire the competitiveness, everything about the man says winner and thats what Im about. The hard work and desire Jordan put forth in ordinance to achieve his dreams is well documented, and he has used this as the briny focus in advertising his clothing line. By using otherwise sports superstars who have achieved great things, he has been able to capture the attention of the sportsmanlike world. Once you put on the shoes and the clothing, you will begin to expect great things out of yourself. These goals come only after dedication and effort. exhibit the work ethic of other great athletes and the thoughts that motivate them, Jumpan23 has successfully captured the belief of its clothing line. One has to look no further than the miniature emblem of a man flying through the air in order to imagine the possibilities and see what makes this advertisement so appealing. Works CitedMiller, Charity. Absolution for Sale. Criteria 2004. Taylor, Jason. Athlete Bio. 1 March 2005http//www.nike.com/jumpman23/team_jordan/team.jsp.