Nike’s website uses
both words and visuals to try to make you believe that their shoes are new,
effective, and unmatched. The first thing one notices when viewing the website
is the star basketball player Kobe Bryant, strategically placed at the top center
of the webpage so that it draws the viewer in immediately. Since it is a site
to sell basketball shoes, the creators of the webpage know that its viewers
will be familiar with Kobe and his basketball prowess, and they have him
wearing their Nike brand shoes as a way of saying “if you wear these you will
be great at basketball, just like Kobe Bryant”. Nike further pushes this
strategy by naming the shoes Kobe 8
System, putting a name to the visual. If the consumer buys their product,
they will be wearing shoes not only worn by Kobe Bryant, but are named after
him as well. The use of this authoritative figure causes the viewer to feel
almost compelled to buy the product, as if anything else is lesser and
unacceptable.
Along
with the use of a well known athlete, Nike furthers its appeal to the consumer
athlete with the use of a blurred image of Kobe to make it seem as if he is
moving very fast, accompanied by the caption “Strike at Lightning Speed”. With
this technique, the webpage is making the viewers suspend their belief of what
is humanly possible by suggesting that its shoes can allow you to move at
“lightning speed”, making you appear as nothing but a blur to your opponents.
While this may be an exaggeration, it gets its overall message across that it will
make you faster.
Finally,
the webpage uses colors to lure its viewers in and intrigue them to further
look at the site. The purple and yellow colors are not used not just as the
colors of a professional basketball team, but are also bright and inviting,
creating a visually appealing appearance for the viewer right when they see the
page. It is meant to intrigue the viewer and cause them to continue looking
around the page. From the webpage, there are other vibrant and visually unique
pictures accompanied by more links to other pages with more Nike products. The
creators of this webpage are trying to make it so that viewers first come to
this page where their attentions are captured, and then become consumed by the
overall message and appeal and move on to other pages, further selling their
product. Overall, its techniques are very affective as they use a wide range of
tactics to capture the attention of viewers.
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