The effects of slogan 3 Nike’s Slogan 5 Adidas’s slogan 7 “Just do it” so powerful 8 Slogan subverting a well-known phrase 9 Compare to Adidas and Nike, We think Adidas is more successful 10 Reference 12 The effects of slogan According to Stewart, Clark (2007) Companies use slogans to introduce themselves, their products or their services to the public through advertisements and special promotions.
In order for a slogan to be successful in representing a company or institution, it must connect with the public in two important areas: it must be understood by the consumer and be readily associated with the particular brand it represents. Stewart and Clark (2007) stated that “Slogans can be an effective advertising tool for many reasons. This study found that slogans are most effective when they are geared toward a specific audience.A comparison of Xavier University’s current promotional slogan, “The Power of X,” with an alternative slogan, “Musketeer Loyalty, Jesuit Thinking,” shows that different slogans have the desired positive impact on different people. When consumers can comprehend the concepts in a slogan, a more complex slogan is effective; however, when consumers do not comprehend difficult concepts, our results suggest that a simpler slogan might be more effective. In addition, comprehension of the words in a slogan is also important in creating positive social comparisons and promoting relationship between organizations, products, and consumers.Further research into the effectiveness of slogans when difficult concepts are defined for consumers versus when they must comprehend them on their own is warranted. ” (OregonLive.
com, 1999) claimed that “Leaving aside all libidinous commutations which have perennial appeal to the youthful, it captures an attitude. When there is a task to be undertaken, today’s students want to get involved immediately, and are easily bored and distracted with a preliminary workup which they may consider to be too theoretical.Asia Pacific Media Educator (1996) . In an age of almost infinite access to information, the storing in one’s memory of discrete bits of information is not an efficient strategy for success. The memorization of facts, formula, and mnemonics are skills which, while essential for learning in the Middle Ages when books were rare, and useful after the advent of the Age of Print, are seen as boring irrelevancies to a generation which expects instant response at the click of a mouse.
Just as expensive inventories and storage costs are minimized in modem manufacturing by the “just in time” delivery, so in teaching and learning today, the information has to be delivered in a palatable and assailable form just when it is required. In short, with the current generation, there seems to be less Willingness to be patient than pertained with former generations. And not even a journalism educator IS expected to teach patience to this generation! ” In a word, slogan has a great effect in the consumer’s behavior. And slogan also represents the brand.Nike’s Slogan Peters, Jeremy W. (2009) stated that “Together, Nike and Wieden+Kennedy have created many print and television ads and the agency continues to be Nike’s primary today. It was agency co-founder Dan Wieden who coined the now-famous slogan “Just Do It” for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century, and the campaign has been enshrined in the Smithsonian Institution. San Franciscan Walt Stack was featured in Nike’s first “Just Do It” advertisement that debuted on July 1, 1988.
Wieden credits the inspiration for the slogan to “Let’s do it”, the last words spoken by Gary Gilmore before he was executed” Kasky V(2002)claimed that “Nike’s marketing strategy is an important component of the company’s success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: “Just do it”. Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams.
However, Nike’s marketing mix contains many elements besides promotion. These are summarized below. ” Nikebiz (2002) stated that “In 1988, after its brief decline in revenue, Nike introduced its “Just Do It” slogan which was an instant success. Korky V (2001)In Figure 1, one can see an immediate rise in revenue accredited to this new marketing ploy. Unlike the Jordan campaign that took a couple of years to have an effect, the “Just Do It” campaign transformed Nike overnight into the leader in athletic apparel. ” According to Robyn Griggs (1999) “Around Nike headquarters in Beaverton, Ore. people now apologize under their breath when they catch themselves using the “Just do it” slogan in conversations for the umpteenth time.
“ “We can’t help ourselves,” said a Nike employee. “It’s just so simple. ” The New York Post (1992) stated that “It’s been used in bold headlines urging citizens to vote, imprinted on caps and sweatshirts celebrating the Chicago Bulls’ third National Basketball Association championship (“Just Did It — Again and Again”) and heralded as the ethos of an entire generation (Time used it to sum up the baby boomers). ” Robyn Griggs (1999).Robyn Griggs (1999) said that “Since Nike first aired the Wieden & Kennedy campaign in 1988, the company has been flooded with letters from people who have been motivated to do much more than just buy a pair of shoes. Women have left abusive husbands; rescuers have summoned up the courage to enter burning buildings.
It is the slogan of the 1990s. Robyn Griggs (1999) also point out “Wieden President Dan Wieden first offered the three syllables to Nike advertising director Scott Bedbury and Nike’s advertising managers during a presentation on the sense of ennui that seemed to be pervading the American psyche in the late 1980s.Stressed-out professionals weren’t making time to exercise. Age was finally catching up with the baby boomers, who were appalled by their thickening middles. ” Robyn Griggs (1999) implied that “The first “Just do it” ads featured wheelchair racer Craig Blanchette, and the slogan appeared in stark white letters on a black background. It was never spoken. ” And he also pointed out “By 1992, the line was an integral part of Nike’s advertising strategy, and the company paid more than $2 million to run a Super Bowl commercial using the slogan.
By 1993, the line — untranslated — was identifiable across the globe. Robyn Griggs (1999) said that“Even so, Nike has been careful to keep close tabs on those three famous words. “We can’t put it on pencils and key chains,” Bedbury had said. “This thing has become much more than an ad slogan. It’s an idea. It’s like a frame of mind. ““ In a word, the marketing strategy of Nike is centre on their slogan.
And the core value of Nike slogan is challenge themselves. Adidas’s slogan Yan Mei,H(2004)”Impossible is nothing”, the campaign slogan of Adidas, seems to be identical to the sentence “Nothing is impossible”, except that “nothing” and “impossible” have inverted their places.Then, is the former sentence the inverted one of the latter? Does the former convey the same meaning as the latter? Besides, some English learners believe that “Impossible is nothing” must be ungrammatical, because impossible is an adjective which should not be used as a subject. So, is the slogan really ungrammatical? It tries to use semantics knowledge to answer the above questions. ” Wolfecontemporary. com (2000) said that “Impossible is Nothing” is the current mainstream marketing slogan for Adidas.This campaign was developed by 180/TBWA based in Amsterdam but also with significant work being done by TBWA/Chiat/Day in San Francisco – particularly for its basketball campaign “Believe In Five”.
TBWAChiatDay commissioned Zane Peach to produce images for 2007 international ad campaign. ” In a word, Adidas slogan is much younger and it famous from its ungrammatical. “Just do it” so powerful The Center for Applied Research (2007) says that Nike’s “Just do it” slogans is probably “one of the most inspirational brand statements of all time. The sports apparel and Equipment Company can back that up with 20 years of commitment to the slogan and millions of dollars in sales associated with it.
One might say that Nike made “Just do it” so powerful with the sheer volume of resources and exposure it dedicated to the slogan. Could they have succeeded as much by giving some other slogan similar exposure? Perhaps not. Because the slogan is a very good fit for Nike. Observers John (2001) said that nothing reflects the company spirit more than the words “just do it.
” In fact, corporate legend says it was the Nike can-do attitude that led to the slogan.Slogan subverting a well-known phrase Morrish (2007) said that Many slogans work by subverting a well-known phrase, and sportswear giant Adidas’ ‘Impossible is nothing’ is one of those. Managementtoday. com (2007) pointed out that it takes a motivational cliche, ‘nothing is impossible’, and reverses its word order to create a new phrase that is grammatical but baffling. Resisting quick interpretation, it seems to say that achieving the impossible is no big deal; equipped with your new triple-striped shoes and clothes, you can do better than that.
It was devised by the ad agency 180/TBWA in Amsterdam and is used, in English, around the world. The agency says the line is supposed to be universal in application, relating not just to the sporting elite: ‘The concept demonstrates Adidas’ belief that every athlete can reach their own “impossible”. It dares athletes to be dissatisfied with the status quo. ‘ The line was first used in commercials in 2004. ‘Impossible isn’t a fact, it’s an opinion,’ says Muhammad Ali’s daughter Laila, over footage manipulated to show her in the boxing ring, fighting her father.Sometimes impossible really is impossible. Compare to Adidas and Nike, We think Adidas is more successful. If you are football fans, you should remember the classical advertising from Adidas during the World Cup 2006.
Tow little boy challenge each other and form their team that is impossible because all their team members are Football superstar. It’s a fantastic game that is impossible that happened in advertising. And you should remember the slogan “impossible is nothing” during whole the 2008 Olympic Game and show a spirit that everyone can be the player in the Olympic Game.The slogan of Adidas is much more attractive, inspiring, creative and powerful than Nike. Adidas know how to use their advantage to promotion. And their promotion strategy is quite good that can associate with the big sport event.
Although Nike slogan “just do it” is easy to remember and you would see it thousands times in TV advertising, the level of force of Nike slogan just fall short of the influence. The slogan of Adidas is bound up with their product lines and series that the Nike’s slogan is weaker.The spirit of “impossible is noting” is associate with the “Jos +10” series. And you can understand in this way that the slogan is also the derived from “Jos +10”.
In the research we find out an important thing, is that Adidas ads “Impossible” is nothing is more positive than Nike ads “Just do it” “Impossible is nothing” can made a feeling which is people can defeat difficult, is to encourage people work hard and get successful. But Nike ads “just do it” made people think negative because just do it made a feeling which like to something but don`t think the Consequences.So the Nike slogan may made the parent don`t feel good that leave a negative feeling to the elderly people. And the other thing we think Adidas do better is that use celebrity. Adidas ads celebrity their images are more positive than who Nike use. For example Adidas use: David villa, Messi, Zidan, David Beckham. But Nike use: Cobi Bayan (which called bad boy), Tiega Woods, Ronadino. So match of the slogan, Nike “just do it” will made people especially parents don`t like it, parents will think this slogan will give the bad education to their children.