Advertising photography for the Nike brand
Since the existence of photography, it has worked as a means of visual expression, through it you can send messages of great impact, for this reason there is the famous phrase "an image says more than a thousand words", many people have generated great social movementsand revolutionaries with a simple image.
Large companies have not lost the opportunity to do it too, they have created sales strategies and advertising campaigns through photography, this has passed since 1920, as of this year, photography has become an advertising strategy, which inThe current one is one of the most important and used by companies, this is known as "advertising photography".
According to Fujifilm, "advertising photography is one that is born in order to announce, make known and sell a product, and is one of the most creative and demanding fields within the world of image", on the other it is said that "It is one that seeks to persuade and invite the client to buy, want and do the impossible to have the product or service they see in an image ", also" differs from the rest of techniques in the fact that it does not represent reality, createsa scene. This means that it seeks to capture the image for the success of the advertising campaign ”.
The purpose of this advertising strategy depends on each company, many often occupy it to raise awareness among people with a specific topic, others to publicize a current event or begin to have prestige in the market, however, in its greatmajority, companies often use it to obtain economic purposes.
In the beginning of this strategy, only images of the product in question were shown and one of its virtues was exclaimIf not, at least this strategy is granted, in this way, try to persuade the consumer to create the need to want to acquire the product or service in question.
According to the professional photographer Sánchez, K., (2013), think that "advertising photography is crucial for any business, since it is the mechanism through which we will impact customer emotions," therefore, he classifies this strategy depending on the company’s turn, and lohas done as follows:
- The Corporate: It is responsible only to make known what the company is, simply, its objective is to publicize the values of the company and inform about its products.
- Food: It is used for companies that are dedicated to selling food or drinks, try to make the consumer devour something as appetizing as what appears in advertising.
- Product: It is the main and most important of all the aforementioned and those that need to mention, thanks to this, the others could be classified, since its intention is to teach the product, you have a product, teach it. In this way it works.
- Lifestyle: It is the most used in these times, it is the one that focuses most on emotions, its main objective is that people wish to be like people reflected in advertising, in this same branch you can find advertising of architecture andInteriors, since both also create emotion and express a lifestyle.
A step to be giant
For this essay it was decided to focus on the advertising photography of the Nike brand, in recent years, Nike has made a series of campaigns with social messages, this has led to creating an interest to investigate some of them. Mainly, Nike is an American company which is dedicated to the design, manufacture and sale of footwear, clothing, equipment, among other sporting articles.
Phil Knight and Bill Bowerman, founded the company in January 1964, in its beginning.
What they were looking for with the distributor, was to give the consumer a cheaper option compared to the products offered by Adidas. Both Phil and Bill, knew about the world of sports since both had experience in different sports. After a few months, Onitsuka Tiger’s tennis were a great success in the United States.
In 1970, by the leaders of Onitsuka Tiger they wanted to have more sales in the US, leaving Blue Ribbons Sports aside. During this period, Bill Bowerman, it occurred to him to start creating his own footwear and thus stop being distributors, this with the idea of creating his own company which would have the name of Nike, which, in Greek, means “goddess ofthe victory". A year later, Blue Ribbons Sports officially becomes Nike Inc.
Since then, Nike has acquired prestige worldwide, not only for the innovation and quality that characterizes its products, but also, by the marketing and sale strategies that they have implemented for their growth
As of 2017, Nike made the decision to be part of matters of today and this has been demonstrated with its advertising campaigns. However, for years, Nike’s advertising campaigns have always given what to talk about.
Breaking stereotypes
One of the best known campaigns and that is that Nike’s most popular, was entitled as "Possibilities" (possibilities), this campaign was an advertising photography strategy, which even with our definitions already previously exposed, can be classified in theLifestyle classification, since its main objective of the campaign is to persuade them to risk doing something extraordinary, the campaign not only contained photographs and videos about Nike products, but also has a message even beyond wanting to raise awarenessthat each person must have in decision making.
Every year, Nike, again launches its campaign called Just do it, with new characters and also new messages. The video "Possibilities" was released in 2013, fulfilling its 25th anniversary of the Just Do Campaign.
Possibilities, was the first of a series of different videos in which each one had a different purpose and history. He was titled as Just Do It – Possibilities, which is narrated by actor Bradley Cooper, and in the video great athletes come out, such as LeBron James, NBA player, Serena Williams, cataloged as the best tennis player in the world, GerardPiqué, player of the FC Barcelona team, among others.
“With‘ Possibilities ’we are taking‘ Just Do It ’to a new place, showing people a new way of establishing goals and thinking about their athletic potential, and helping them reach those goals through products, services and inspiration”. Grasso, d., (2016), Global Marketing Director of Nike.
With this type of campaigns, Nike could be part of a worldwide social impact among its consumers, for the same reason of being promoting inclusion, in addition, the economic impact for the company is not far behind, footwear sales andSports products that Nike launched, had a great alce, with this one could say that the campaign made reflect and persuade not only one, but many people to buy a couple of tennis, or sportswear for the simple fact that someOf the athletes already seen in the campaign he used it, and in the same way, many of them were not bad to buy a couple of sports shoes and begin to forge the goal of exercising.
Promoting social impact
Just as Nike, being a worldwide recognized brand, there are many other brands that have gradually wanted to be part of social movements of great importance. Nike has carried out advertising campaigns for different countries, speaking in them about the different situations facing each country.
Bibliography
- Fujifilm, (2017), Fujifilm, advertising photography, consulted on December 1, 2019 at: https: // storefuzifilm.com.mx/blogs/news/photography-published
- Lara, j., (2018), Fotobookers, what is advertising photography?, Retrieved on December 1, 2019 at: https: // www.Photobookers.com/blog-cms/que-i-la-photography-public/
- Tender, i., (2016), photographic culture, advertising photography: What is?, Retrieved on December 1, 2019 at: https: // cult culture.is/photography-published/
- Sanchez, k., (2013), Kavi Sanchez Photography, types of advertising photography, accessed December 1, 2019 at: http: // www.Kavisanz.com/type-photography-public/
- Grasso, d., (2016), Youngmarketing.CO, Nike celebrates the 25 years of its ‘Just Do It’ campaign, consulted on December 7, 2019 at: http: // www.Youngmarketing.CO/Nike-Celebra-Los-25 -os-De-Su-Campana-Just-Do-Tit/#IxZZ67FT3Ey62
- [Photography] by Nicolai Fuglsig. (United States, 2013). Just Do It – Possibilities. California, United States.
- Nike, (2016), Konbini, Nike’s new commercial carries the ‘Girl Power’ to another level, consulted on December 7, 2019 at: https: // www.Konbini.com/mx/style-de-vida/nikes-New-Badss-ad-takes-gray-power-New-Level/
- Photography] of Wieden+Kennedy India. (India, 2016). Just do it – da ding. Mumbai, India.
- Rizwan, m., (2016), Konbini, Nike’s new commercial carries the ‘Girl Power’ to another level, consulted on December 7, 2019 at: https: // www.Konbini.com/mx/style-de-vida/nikes-New-Badss-ad-takes-gray-power-New-Level/
- [Photography] without data. (Mexico, 2018). Just do it – unstoppable meetings. Mexico City, Mexico.
- Lic. In business development, Elian Beltrán Vázquez Dr. Fermín Sotelo
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