Thursday, May 23, 2013
This ad popped up while I was using Pandora and although simple, it does use some techniques that we have discussed in class. The main purpose of this ad is to catch your eye and to quickly associate Adidas with winning. Most companies that make equipment for sports use the connection of their product to winning in order to sell their product.
One thing I was confused about was what Adidas was trying to sell here. All the ad says is "Adidas Crazyquick" and nothing about what is "Crazyquick." With some web searching, I found out that they are selling shoes with this ad. This might be a big issue because usually ads want to connect themselves to a product and this ad fails to do so. Maybe this ad is like a Tagg essay that they left to the last minute to make, and came up with this.
One thing I was confused about was what Adidas was trying to sell here. All the ad says is "Adidas Crazyquick" and nothing about what is "Crazyquick." With some web searching, I found out that they are selling shoes with this ad. This might be a big issue because usually ads want to connect themselves to a product and this ad fails to do so. Maybe this ad is like a Tagg essay that they left to the last minute to make, and came up with this.
In this ad, I was able to find three needs that are satisfied by this ad; the need to dominate, to achieve and the need for prominence. The need to dominate is the most obvious in this ad because it is an ad geared toward sports. In every sport, the object of the game is to dominate and to win the game. Since this ad uses basketball, it says that with Adidas Crazyquick, you will be able to dominate in basketball and leave everyone behind, as illustrated in the picture. The need to achieve is also tied in with the need to dominate because with the Adidas shoes, you are able to achieve great things. The basketball player in this ad is leaving his opponent in the dust as he runs up the court. Finally, the need for prominence is used with regard to the colors used in the ad. This satisfies your need for prominence because the basketball player is the only person in the whole ad who is dressed in bright colored clothing. His opponent is dressed in black while everyone in the stands is a blurry brownish color. All in all, the needs used in this ad are supposed to associate Adidas with winning.
There were only two common advertising techniques that were used in this ad, that I could find. Those two techniques were patriotism and simple solutions. Although there is only a little patriotism used in the ad, I thought that the colors the player is wearing was more than a coincidence. He is wearing red, white and blue which happens to be the three colors on our American flag. I don't know if Adidas is appealing to our subconscious liking of these three colors or if they wanted to use the colors of our flag because they are quintessential together. The other technique used, simple solutions, is used to show that if you buy these shoes, then you will automatically become a great basketball player. With red, white and blue shoes that will make you fantastic at basketball, what could possibly go wrong?
One final note about this ad goes back to what I said was the main purpose of this ad; associate winning with Adidas. Since this was a pop-up ad, Adidas doesn't have much time to make an impression on you before you close the ad. With this ad, they quickly try to give you a picture of a good basketball player and say that they are good because they are wearing Adidas shoes that are "Crazyquick."
There were only two common advertising techniques that were used in this ad, that I could find. Those two techniques were patriotism and simple solutions. Although there is only a little patriotism used in the ad, I thought that the colors the player is wearing was more than a coincidence. He is wearing red, white and blue which happens to be the three colors on our American flag. I don't know if Adidas is appealing to our subconscious liking of these three colors or if they wanted to use the colors of our flag because they are quintessential together. The other technique used, simple solutions, is used to show that if you buy these shoes, then you will automatically become a great basketball player. With red, white and blue shoes that will make you fantastic at basketball, what could possibly go wrong?
One final note about this ad goes back to what I said was the main purpose of this ad; associate winning with Adidas. Since this was a pop-up ad, Adidas doesn't have much time to make an impression on you before you close the ad. With this ad, they quickly try to give you a picture of a good basketball player and say that they are good because they are wearing Adidas shoes that are "Crazyquick."
I never really thought about the color of his jersey as being patriotism. He's wearing red, white, and blue because he plays for the Washington Wizards. In this case, the jersey colors work in their favor. That might be why they chose the Wizards over more "popular" (no offense Wizard fans) teams. I also thought this ad uses the technique testimonial. John Wall, who plays in the NBA, is telling you to buy this product show you should.
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