Study Of The Role Image Of Nike Film And Television Advertising

With the development of the world economy,in the competition among the national brands,the market share of different regions of the world is the most important strategy for the development of the brands of all countries,and the film and television advertising is one of the most powerful means of communication among the mass consumers.According to the emotional appeal of different regions and target consumers in different periods,the film and television advertising has reached the common understanding between the brand and the consumer through the rich narrative technique.However,because of the unequal power of all the nations in the world,the western countries,led by the United States,as the strong to the other,is a kind of hegemonic behavior.The brands from the western countries tend to express their voice in the propaganda of film and television advertising.The worldundefineds well-known sports brand,Nike,is no exception.Nike,at the same time as the "just do it"-based advertising slogan,transcends all the sports spirit,not only the characterundefineds character fully conveys the American characteristic national spirit,such as Puritanism and individualism,but also permeates the western post-colonial culture.This paper starts with the characters of one of the advertising narrative elements,analyzes the characters of different categories in the film and television advertisements under the Nike brand,and how to shape these characters with the perspective of the western countries.First,the article analyses the three kinds of roles from the perspective of the national perspective: African-American,Asian and American-American,and the influence of hegemonism and other hegemonism such as the western central theory and post-colonial thinking on the cultural products such as advertisements.Secondly,the article analyzes the three types of group roles from the perspective of the social stratum: the sports elite,the small characters and the marginal people,and discusses the innovation of the advertisement in the reconstruction of the characters of different strata.Thirdly,this paper analyzes the localization of the characters of Nike and TV advertising from the two aspects of gender and intergenerational relationship in the light of the ethical culture in different regions.In the epilogue,the author points out the gap between Chinaundefineds sports brand and the international sports brand and puts forward the solution.For example,compared with Nikeundefineds advertising in the international market,Chinaundefineds famous sports brand,Li Ning,has put in an advertisement in the foreign market,in addition to the simple imitation of a large number of entertainment sports stars in the overseas brand,it is difficult to break away from the visual product performance explanation,and for these problems,Li Ning and other Chinese sports brands still have a big lifting space.In this regard,through the systematic analysis of the role of Nike brand in film and television advertising from 1990 s to now,the author puts forward an advertising strategy which is helpful for Chinese brands to conform to the tide of the times,establish the image of national brands and show the unique brand spirit,so that Chinese sports brands can innovate and develop on the basis of fully drawing lessons from the successful brand cases of the world,and lead the world consumers to recognize and accept state-owned brands with Chinese characteristics.And help carry forward Chinese national culture.