Online advert analysis

This advertisement for the latest "NBA 2K11" video game offers a virtual version of fame and athleticism unavailable to most individuals.  By using dynamic imagery and bold textual messages, the producer 2K Sports opens the door to a fantasy reality for sports fans and gaming enthusiats alike. The ad features many small images of basketball events superimposed over an action shot of Michael Jordan presumably dribbling, passing, or preparing to shooting the ball.  The add dispalys Jordan as a large ominous presence exerting himself in the action of a game.  The sweat glistens off his head, and motion is indicated by the folds of his jersey and the stance he holds.  The text "Become the Greatest" embossed confidently across the action packed imagery commands a bold opportunity to the consumer.  By purchasing this game the advertiser is saying that you came become your favorite professional athlete, no prior skill required.  The opportunity this technique affords the gamer is the escape from their lack of fame or athletic ability into a world of limitless possibilities.

When considering a target audience the ad makes a risky assumption that the consumer is a fan of their cover athlete, Michael Jordan.  If sports fans are known for anyhting it is their fierce loyatly to a favorite team or playing, and comparable disdain for their unsupported teams.  By selecting a specific team or player as a mascot the seller may attract certain buyers at the same time as alienating others.  Simmilarly to assuming Jordan is approved of by sports fans the ad employs the warrant that becoming "the greatest" includes Jordan as one of the greatest and that we would be drawn to his abilities. 

In total the ad's main goal is to appeal to our desire to be one of the greatest athletes around, and in turn in the public eye to be celebrated and respected for our abilities.  The add will likely ensnare its target audience, but caters to a specific cross section of gamer.  For example, I am interested to hear about new games but will not buy this one simply because I do not play sports games; I know what I'm looking at but am far enough out of their advertising scope to be unaffected.


Blog Comment link (Remy's Whiskey ad): http://allblacksfan13.blogspot.com/2010/09/sept-13th-2010-rugby-vs-football.html?showComment=1286682464025_AIe9_BEDjXj6hch7_dBsusr8FuiIh9kBTw9HKqdeH6FakvfISiGxJcnfeVkFjCqtIcad_sMRl1HqIN9h1aoxizNqOdERSMQT5ozvVY8ZYw4tn38uxjaAMZtKRF8YXxVqaVkRjTn2RF8Y28M32Vjhq0-9RFde56OrwlF1Ukv09oRMSAEUneVVDXmpvYKFSezpp_Xlro75Dm2X3IQXrZpGMY7xAPVbelk7Cl0kMhcs69vtIQ3podJZK1Qdj53UvFlk_9URTkgI66tuYeyvzVgOA780bIYDSUQlhG01o_yzhdY4G-m1kK0Ws5d-cLIlGXVxCjhdy329phAZCf3L7ohUwyY72gM55urC-83-Wsoa7ah0CW5SnWI_i5y3TpwttyvC2-3sGF16RQtigrG2PNP-a4qX7-Sn9ik9ihYnnCCHBSRL5PAd5pX6DX68hJyUqxPjhr1n7x3gxDDpP_hHI9VbzYR1s_RbCBFlqTfBnMOwQcHjlm5T88BJBZu3DcK5RbxdY70ofJTm9gnPj4d8j2nw544hV8UHo3G-Bj7Dj6zBBzGRM5dK8Lo1TGedqNNEW26UY-D-2tTMhchLEIGCgKCR4ylFptRX8hOdsn_3kgBjbQ9wvXoEYH7mvudMExqtpTqgg5kNYcRNhQ8ac565V9ej_MRPJa__r5ZJ6suBgIXjpUBplGcpWBw1iTx_03jrXCL5HfZz4612BfXn#c4863770237448357746

Argument Analysis - New comers to desert racing

To preface my argument recount a little background; I drive a desert racecar of my design and construction in a professional class competing mainly in the open Mexican desert at races such as the Baja 500, San Felipe 250, and Baja 1000.  In a recent argument I have observed the likelyhood of a certain type of offroad vehicle (purpose built rock crawler) competing competitvely against other very different vehicles (purpose built class 1 desert racing buggies).  The two opposing views are that the crawler can run with the best of the class 1 cars and finish in a competitive position in class vs. there is no way a crawler can keep pace with purpose built high speed desert racecars (I subscribe to this position).  Basically why would one choose to compete against a vehicle specifically designed and built to race in the desert races of Mexico with a vehicle designed for a completly different genre of motorsport.

 Evidence supplied by crawler supporters includes comparison video footage, and asset of 4 wheel drive in technical terrain.  Dedicated desert racers (class 1 enthusiasts) support their position with performance numbers in on all other terrain surfaces; far more suspension travel (main emphasis here), and higher top speeds.

Assumptions made by the rock crawler camp hope to gain advantage over vehicles that drop out due to running too fast, and breaking.  They assume the ratio of techincal to fast terrain at the given race will put them at an advantage.  Class 1 supporters assume the vehicles planning to participate in their class are not built for desert racing speeds the way they are.  The class 1 teams assume their expereicne and previous knowledge racing in Baja will carry them to the win. 

The ethical implications are relativly clear; the rock crawlers are welcome to try and compete in class 1 as along as they do not create a road block affect by their lower capable speed.  The emotional appeal to the crawlers is that they feel it is possible to assert thier sports' vehical design as equal or better to that of the already established buggies.  For the class 1 teams this interloping force brings on feelings of being challenged by a rediculously undermatched arrogant opponent.  The logic appeals made by both sides have value as to their capabilities, only testing under true race conditions can determine who is right.

Strengths and weaknesses are apparent in both sides' arguments.  The class 1 teams have far more knowledge exactly what mix of terrain they are up against in a Mexican desert race, however they fail to appreciate the new design of some rock crawl vehicles designed to be more multi purpose built.  The rock crawlers don't realize how much terrain they will be up against that they are not properly designed to handle.

My closing thoughts on the argument is that the crawlers will compete as they plan, and if they finish they will not place competitivly.  I believe this outcome will not discourage them from trying again, perhaps they will read more into the class rules and choose to compete in a more apropriate class after making a few changes to their vehicles.