Research blog: Commercial Conventions

Nike Commercial Research Blog

 

-In many Nike commercials it is common to see actors or athletes do physical activities such as running, playing a sport, training or conditioning, swimming, and more.

- It is also common to see motivational videos of athletes or people all around the world of different ethnicities, backgrounds, genders, sexualities, disabilities, etc. Nike includes this to create meaningful stories and inspirational messages to the audience. This creates a more emotional atmosphere to build a loyal fanbase and so that the products can seem even more meaningful to consumers.

- The actors usually appear to be fit or athletic, however in many other Nike commercials they do also use people of many body types.

- Costumes: In Nike commercials you will see actors or models wear clothes, shoes, or accessories by Nike. If its an athlete they usually wear the uniform of the team that they are on or the appropriate clothes attire and gear of whichever sport they play.

- Props: It is common for these commercials to use sports equipment like bats, basketballs, footballs, gloves, bags, and shoes. 

- Settings: There are various types of setting that are used when filming. Many are outdoors, like cities, parks, fields, and other can be indoors in some sort of facility. 

- Common sounds used in these commercials can be common songs or just general beats. Some are very instrumental which causes a more dramatic and inspirational effect, while other sounds or music can be very upbeat which gives an energetic, hyped feel.

- Depending on what type of advertisement is being delivered most of the time in inspirational and empowering Nike commercials the scripts are longer than usual because the want share a story and send a message. In other Nike ads the script can consist of little to no words just so they can promote their products.

- Common lighting used in these commercials can range from natural light, low key and high key lighting and sometimes use a black and white filter. When using natural lighting it provides a  more free effect and is most likely used when they are showing someone running or performing any physical activities outdoors. The use of low and high key lighting is to show different aesthetics or moods in the commercials. For example high lighting is used to produce energetic or upbeat images while low key lighting produces a calm or intimate effect. Now the use of a black and white filter is usually used to create a more dramatic feel and is used in the more inspirational films of Nike.

- Some camera angles and movements used for Nike include the zoom, high and low angles, aerial shots, and close up shots.

- Conventions like the popular swoosh icon or "Just do it" quote including the bright Nike orange makes their brand so recognizable all around the world.