Research Blog: Commercial Conventions

 I am doing a NIKE commercial. Usually, in these commercials you see people taking part in some sort of physical activity. (sports, running, exercising, et.)

  • They wear strictly NIKE products which are considered the costumes. (their tennis shoes, spikes, cleats, tights, shirts, sports bra, etc.)
  • Props include NIKE water bottles, towels, bookbags and so on.
  • The appearance of the actors is usually fit, they also add water to their skin to make it glisten as if they were actually doing the activity. The actor usually breathes hard or acts as if they are out of breath. 
  • The score throughout the commercial is fast-paced sound effects which is meant to get the audience pumping and motivate them to be active. 
  1. Conventions in NIKE commercials include the swoosh along with the "JUST DO IT" slogan. This slogan is meant to motivate the media to just go for it, go out there and accomplish any goal. 
  2. In most commercials the props are STRICTLY NIKE. The camera is always angled or zoomed in to get the NIKE symbol to show that this is a NIKE commercial. The narrator usually doesn't say NIKE until he says the slogan but the symbol is known worldwide so the audience automatically knows. 
  3. The commercial usually incorporates famous athletes in their commercial from any and every sport. They do this to build up their platform ,draw in buyers from any age and show even people with loads of money can wear their brand, NIKE.


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