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Essay / Research Paper Abstract
6 pages in length. The extent to which audiences engage with television and/or new media is both grand and far-reaching; that the entire encounter is experienced from a wholly personal level speaks to the tremendous impact media in general - and television in particular - have upon the very foundation of human existence. One of the most blatant displays of this influence is found in advertisements, and one of the most successfully orchestrated campaigns that has tapped into the intimate recesses of consumers' psyche is Nike's 'Just Do It.' Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: LM1_TLCAudEngag.rtf
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Unformatted sample text from the term paper:
tremendous impact media in general - and television in particular - have upon the very foundation of human existence. One of the most blatant displays of this influence is
found in advertisements, and one of the most successfully orchestrated campaigns that has tapped into the intimate recesses of consumers psyche is Nikes Just Do It.
Nikes Just Do It campaign incorporated all the illusory components necessary in todays society as a means by which to create a strong following. With their
slick advertising campaign targeted towards health-related and self-esteem issues, the company was able to reach virtually all consumers. Interestingly, shoes and athletic wear are not the only products Nike
is trying to sell in its Just Do It campaign. The underlying message within this particular marketing strategy speaks to a larger concept of risk taking and adventure, implying
that by just doing it without premeditation, the individual stands to gain significant benefits from the action. Playing upon the emotional and physical gratification that users of their products
will acquire, Nike taps into what used to be an otherwise a forbidden zone in advertising. In the beginning, advertisers had not yet learned to manipulate the public by
means of psychological strategy; indeed, it has not been all that long since marketing campaigns have utilized ethically questionable tactics to sell the companies products. Consumer capitalism, which began
in the late nineteenth century "with the opening of the first department stores and increased with the growth of advertising and retailing" (Lapham, 1993, p. 10), represents "an artificial appetite
[whose] values have replaced earlier religious and political ideals" (p. 10). Nikes entire focus is on health and well being, which it openly attributes to making the right decisions in
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