Introduction Nike, Inc. is a major publicly traded clothing, footwear, sportswear, and equipment supplier based in the United States. Nike started making history for sustainability in 1990 with the program Reuse-A-Shoe. They started to promote this by using advertisements which are still active today. The first line of this advertisement is an orange recycling symbol and next to it is an equal sign, with a Nike shoe. Under this line the advertisement states “what can your trash make? ”.
This advertisement gives its audience a clear view of sustainability and how the trash that they throw away everyday can make Nike shoes. Physical Description The Nike Reuse-A-Shoe advertisement is a 7. 76×6 square advertisement. The background is completely black. The top of the advertisement is blank. The actual advertisement does not start until the middle. In the middle of the advertisement (starting from left to right) there are three pictures. The first picture is a picture an orange recycling symbol. The next picture on the left side of the orange recycling symbol is a white equal sign.
Next to the white equal sign there is a white and orange Nike shoe. The shoe is white with orange shoe strings, and a scaly effect on them. Underneath the shoe strings, and in the middle of the shoe is called the tongue of the shoe. The tongue is all white. At the top of the tongue it says the word Nike in orange letters. On the side of the shoe there is a Nike swoosh that is white with an orange outline. Towards the bottom of the shoe there is an orange line going around the shoe. The bottom of this Nike shoe is orange, white, and grey.
Underneath these three pictures of this advertisement, there is a five word question. This question is in all lower case letters, white font color, and medium sized font. The question states “what can your trash make? ”. In the bottom right hand corner of the advertisement there is the Nike logo, which is a swoosh, and next to the Nike swoosh there are two words. Starting from left to right, the Nike swoosh is white and fairly medium. Next to the Nike swoosh are the words “Just Recycle”, instead of the usual Nike slogan “Just Do It”, in all capital letters.
The words are a medium font size and they are an orange font color. Analysis When it comes to the visual elements of this advertisement such as, the background color, the font color, font sizes, pictures, etc. , it all works well together to appeal to the audience. This Nike advertisement came from the website www. nikereuseashoe. com. The audience that is targeted in this advertisement is mainly people who like to recycle, wear gym shoes, and most likely for young adults. Similar to the advertisement, the website expresses the same type of visual aspects.
The website uses the same type of dark colors such as black and orange. The main colors in this advertisement are black, orange, and white. The background being black makes all of the other colors stand out immediately. Black contrasts well with bright colors. Black is considered to be a very formal color. In this advertisement, the black background makes the pictures stand out very well. This advertisement uses very powerful colors. The colors in this advertisement give off a sense of aggression, making this advertisement appeal to audiences well.
By Nike using orange as the color of the recycling symbol, parts of the shoe, and font color it gives off a sensation of heat. The color orange is a sensational color. It combines red which gives off energy and yellow which gives of happiness. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design (http://www. color-wheel-pro. com/color-meaning. html).
By this advertisement using orange, it makes its audience feel some type of determination. This corresponds with Nike and its athletics. The color white is also incorporated into the advertisement well. White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. In advertising, white is associated with coolness and cleanliness because it’s the color of snow (http://www. color-wheel-pro. com/color-meaning. html). This advertisement uses white when it states “what can your trash make? which corresponded well. By this advertisement making this statement white and in all lower case letters, it gave off a sense of purity and innocence. It appealed to the audience’s emotions which is pathos. White also gives off a sense of cleanliness which associates with sustainability and recycling. This associates with sustainability because sustainability is all about making the world a better place by recycling and eliminating harmful things in our environment. This is what Nike is doing by allowing people to donate shoes so they can reuse them by recycling.
The presentation is fresh and has a sense of originality. This advertisement has a formal balance. All of the colors blend well together and it has a great form of attraction. This advertisement also has movement because it guides the reader through the advertisement without any confusion. The pictures on this advertisement are located in the middle of the advertisement, instead of the top. The pictures are a fairly good size, which attracts the audience right off the back. The colors are so appealing that the advertisement does not need anything at the top, and the audience is immediately attracted.
There is a lot of space in this advertisement, but it all corresponds well, as far as the colors, text, and pictures, so that the audience does not get unattracted. Evaluation The main purpose of this advertisement is to persuade their audience to recycle their trash. In this advertisement, Nike makes light of recycling by incorporating a shoe and showing their audience that the trash that they throw away everyday can make shoes. The creator of this advertisement did a good job with the creativity of this advertisement. The color usage in this advertisement was used very well.
The usage of the dark background and the bright colors in the pictures and text corresponded well. The way that the creator used orange and white on a black background was very creative. The color orange corresponds with Nike because Nike is all about determination and getting things done (“Just Do It”). The color orange is used as determination and a sense of sensation. This is why the recycling symbol is orange, parts of the shoe, and the words “Just Recycle”. This was clever of the creator because it shows the audience that they should recycle and they should wear Nike shoes by using the color orange.
The pictures and the words are far enough from each other so that the reader will still understand the advertisement. The word usage in this advertisement is very clever. The way the creator uses white font and all lower case letters to make the statement “what can your trash make? ” appealed to the audience’s emotions very well. The white font color gave off a sense of innocence and purity. Another way that the creator was clever with the word usage is at the bottom of the advertisement. Next to the Nike logo (the Nike swoosh) are the words “Just Recycle”.
The audience knows that the Nike slogan is “Just Do It” and the way the creator changed it to “Just Recycle” to correspond with the advertisement was very creative. Conclusion When it comes to the visual elements of this advertisement such as, the background color, the font color, font sizes, pictures, etc. , it all works well together to appeal to the audience. The usage of the black background and the bright colors on top made the advertisement appealing to the eyes. The usage of the words appealed to the audience’s emotion. This advertisement was an overall creative way to make people see how they can be sustainable.