Sports Propaganda
ORIGINAL ADVERTISEMENT
This mock advertisement uses three main techniques - glittering generality, transfer and testimonial. Glittering generality is achieved in two ways - its simplicity (and vagueness), which places emphasis on the two important words in the entire advertisement - “dare” and “fly”, which are vague but positively connotated words, “Dare” challenging the viewer to achieve higher, “fly” referring to the human desire to go beyond limits. Testimonial is achieved by using a famous athlete, footballer Robin van Persie, who is doing what is known as a “flying header” in football terminology. Then comes transfer - by using van Persie’s flying header, the viewer creates a connection with Niike and the flying header of Van Persie’s. Along with the words “dare to fly”, which connect to that idea, a link is created, thus showing a transfer of ideas and feelings about the product and the visuals shown.
Brilliant, John. "The $1 Million Dollar Nike Swoosh Logo." CounterKicks RSS. CounterKicks RSS, 25 Oct. 2010. Web. 25 Jan. 2015. <http://counterkicks.com/2010/10/the-1-million-dollar-nike-swoosh-logo/>.
Footballer Robin van Persie Scores a Flying Header. Digital image. GTCrea8. GTCrea8, 16 June 2014. Web. 26 Jan. 2015. <http://gtcrea8.com/gist/rewind-that-magical-robin-van-persie-header-in-pictures-gifs- animation/>.
Footballer Robin van Persie Scores a Flying Header. Digital image. GTCrea8. GTCrea8, 16 June 2014. Web. 26 Jan. 2015. <http://gtcrea8.com/gist/rewind-that-magical-robin-van-persie-header-in-pictures-gifs- animation/>.