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
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