The ad I am looking at today is Nike’s promotion of their new shoe the Nike Free XT Quick Fit. The advertisement was shown in the Sports Illustrated magazines that detailed women’s sports as a whole. The audience of the magazine is typically ages of 18 to 34 with average income levels and have at minimum a high school degree. The type of readers enjoys staying active and enjoying sports as a whole. The magazine details sports/physical activities throughout the magazine detailing how the events are culturally relevant or what makes them stand out to the public. Though the magazine is heavily dominated by men the women still make up to 32% of their audience which is why Nike put the ad in here. 

The Nike Free XT Quick Fit ad appeals to women in the target audience by forcing the issue of trying to get women of all ages to accomplish their goals the best way that they can. The ad was based off of the Nike Campaign called Make Yourself which promoted for women to get out and be their best selves to accomplish their goals. The campaign mostly focused on women trying to get out and be active which is why in the ad we see the women running or getting ready to take off into a sprint. The shoe ad like many others try to show the shoe in use but with this ad we see the use of the women to show how Nike wants women to get out and be active. Thus, showcasing the campaign for women to go out and who they want to be not only in fitness but in life overall. 

The graphics of the ad is what really stuck out to me with the pink really shooting out through the ad trying to capture the attention of others and focus on the shoes. The pink really pulls people into the ad and grabs the attention which I thought was an effective strategy to use. Additionally, the audience can see the wording in the top of the screen with the words “Make Yourself Fit” in big bold lettering which again shows how the ad is trying to get women to be able to go out and make themselves who they want to be. This strategy allows for the main reason of the ad to be showcased, in contrast to the pink color the audience will first look at the shoe then the bold wording to show that Nike is trying to have people “Make themselves Fit”. The other piece of somewhat bold writing is the website for nikewomen.com which is significant for the piece since the campaign the ad is showcasing is the idea of trying to get women to be active, this allows a place for women to go to for many tools to start their journey. All of the graphics really build off of each other with the way that people will look at different parts of the ad with the way that the colors make the ad pop in order to grab the attention of the audience, following that we see the bold letters showcasing the theme of the campaign which is to try and get women to be fit, and finally with the website showing that the women have a platform to start their journey. 

The ad showcases a decent amount of language for the campaign with the main language attempting to be motivational and towards the ad with the big lettering of the “Make Yourself Fit” or “Get Fit”. The language is short but effective with the way it is getting to the point of the campaign, which is to get people to go be active, however the language grabs the attention with it being very declarative in the way that the words make people want to act on it. In the paragraph in the bottom right of the ad the language describes how the shoe will help you in and throughout your journey. The language of this makes it seem like the shoe will improve your skills and be a state-of-the-art shoe to help with everything in your workout with the use of the statement, “Nike Free XT Quick Fit flexes to and responds to your foot’s natural motion as you work out…”. The language describes the way that the shoe can help the workout and focuses on the fact that it will better you on your journey to being your best you. The paragraph as an entirety tries to encourage the audience that the Nike shoes will better your journey to being fit and being who you want to be. 

The ad is built off of the Nike Make Yourself campaign which details Nike’s encouragement for women to accomplish their goals and be the version of themselves they want to be. This fits with the magazine since most of the women who read the magazine are ones who live active lifestyles or at least try to, with the ad placement it allows others to see the ad and possibly start their journey of being who they want to be. The movement allowed for women to speak out about their journey and the hardships they have while trying to accomplish their goals. The ad builds off of the cultural aspect by showcasing a way to help women get started on their journey but also continue to be successful by sharing their progress or checking the website in order to help themselves. For many women it is a fear to get started with the social expectation of having a perfect body, however the ad and the campaign that by saying “Make Yourself Fit” they mean make yourself fit who you want to be in life, school, work or whatever goals you are working towards. Which is again built off the cultural movement of the Make Yourself movement that empowers women to go out and accomplish their goals to be their best.

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