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Language & Listening: Online Commercials

Advertising is all about companies getting good word to both potential and existing consumers. This makes it important to all businesses irrespective of the size. Naturally, some advertising forms reach a broader target market and are more effective than others. For instance, commercial advertising gives businesses a chance to build their customer base by taking their message directly to customers. It allows Companies to control the message in which they intend to inform the public about the existence of the companies, educates consumers about offerings and helps in building the brand’s identity. This paper will provide an analysis of three commercials on online platforms and their specific elements.

“Just Do It” Nike’s Commercial by Colin Kaepernick featuring Lebron James, Serena Williams, and other athletes.

The commercial advertises Nike’s products. This advertisement does not only promote Nikes’ products but offers an inspirational message to all viewers. Kaepernick urges all people to stand for what they believe in. He also encourages people to dream big and crazy and should settle for being the greatest in their fields. For instance, he states that” Don’t become the best basketballer on the planet, be bigger than basketball.” CITATION Bas18 l 1033 (Basketball Hoops) He gives various examples of how individuals should always strive on doing the best and being the greatest. The commercial shows great athletes participating in their games, for instance, it shows Serena Williams playing tennis and Lebron James playing basketball.

The commercial uses celebrity branding, which is an advertising campaign that the Nike Company uses to promote its products. This is because using celebrities help in passing their positive images in the brand images and products. In this case, all these celebrities wear Nike products such as shoes and their games kits. As stated earlier this commercial features many celebrities such as Serena Williams and Lebron James. The leading celebrity featured in Colin Kaepernick who uses his communication skills to attract people’s individuals and also helps in reaching a broader audience that assists in raising awareness towards the Company.

2. Heineken ‘Lighter is better’ commercial

The Commercial advertises Heineken beer. In the commercial, an observant bartender identifies a lady who seems to be dissatisfied with the drink she has. The bartender opens a Heineken Light Beer bottle and slides it down from the counter to where the lady is seated. Before reaching the lady, the Heineken beer passes some dark-skinned individuals and among them is an old man playing a guitar. The commercial’s background is set in a bar, and this fits the primary purpose which is to advertise the Heineken beer. The commercial is also entertaining and can draw the attention of most viewers. For instance, the bartender has a funny moustache, and it is hilarious how he has binoculars to view customers in the bar CITATION Ber18 l 1033 (Berry). The commercial also states the benefits of consuming the beer, for instance at the end of the commercial, viewers are told how the beer has a great taste and low-calorie content.

3. The Goodman commercial

This commercial advertises the Walmart service of ordering groceries and other stuff and gets free pickups. Just like from its name, the advert shows a man who tries to be a good man. He texts his wife and tells her they will have a dinner night. He then makes an online order to Walmart and gets his groceries delivered for free. He then cooks for his family and has a dad and daughter night date. At the commercial’s background is a song,” I just want to be a good man.” This song shows how the man is striving to be a good husband and dad to his family CITATION Wal18 l 1033 (Walmart). The commercial also shows how the Walmart Company is organized in all its dealings, for instance, it has a neat packaging for consumer goods. The commercial also urges consumers to start using the online service today by downloading the app as it helps people in saving money and living better. The commercial makes people pay attention to the Walmart Company as it pictures a happy family and this is what most people may want; thus, the family and the music was a beautiful combination.

In conclusion, different companies use different forms of commercial advertising to promote their products. For instance, the Nike Company uses athlete celebrities to advertise its products, while other companies apply different styles. All in all, commercial advertising gives companies the chance to tell potential and existing consumers about the attributes of their products and services which creates positive results over time. For instance, the above commercials, from the Nike Company, Heineken and Walmart Company have greatly increased consumer awareness to the products and has led to an increase in the sales margins, but the Nike’s and Heineken’s commercials have led to great controversies in the United States.

Works Cited

BIBLIOGRAPHY l 1033 Basketball Hoops. 5 September 2018. 1 October 2018. <https://www.youtube.com/watch?v=-hIc_epqfI0>.

Berry, Mary. 26 March 2018. 1 October 2018. <https://www.youtube.com/watch?v=g_u_-OD1_z0>.

Walmart. 3 June 2018. 1 October 2018. <https://www.youtube.com/watch?v=wFJqgsp8e2w>.