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Brief Analysis: Shoe Enterprise Adidas Skillfully Uses Advertising To Convey The Essence Of The Brand Of "One Heart And One Mind".

2010/12/8 15:05:00 81

Advertising is not just about advertising. Propaganda More often than not, we can understand what it contains from its production. brand Quintessence. For example, Adidas, an international shoe giant, has successfully used the mass media of advertising to convey its essence of unity and unity.

The time goes back to the 2008 Olympic Games in Beijing, with the Olympic Games. Sponsor In 2007, at the end of 2007, the latest collection of shoes was launched. Advertisement And that was the right time.

Adidas skillfully uses advertising to convey the essence of the brand of {page_break}.

The themes of these ads are: 2008 with Zheng Zhi, 2008 with Hu Jia, 2008 with Sui Feifei, 2008 with the Chinese women's volleyball team. The selection of these teams and players can also see that Adidas, a shoe maker, has a hard time: Chinese football is a soft rib of Chinese love and hatred; China's diving is a legendary dream team; the strength of the Chinese women's basketball team is strong, and the Chinese women's volleyball team has the pressure not only to defend the title, but also to realize the full revival of the Chinese women's volleyball team and to dominate the world again. A more important point is that the impact of these projects worldwide is very strong, far greater than other traditional strengths in China. The status of Adidas as an Olympic partner can be seen from the arrogance and scale of these sports.

In this series of advertisements, the most obvious is not the clear and obvious color matching, but the background design in the picture. Since advertising is the four item of football, diving, basketball and volleyball, there must be elements such as green fields, swimming pools, diving platforms, basketball courts, basketball frames, backboards and so on. The ingenious and wonderful thing of Adidas is to replace a series of things that should be fixed and inanimate with real life. In the TV version of this series of advertisements. These props are also responsible for supporting and bouncing, which should be completed by facilities and tools. It is easy for us to read out the intention of Adidas: millions of people are firmly supporting and supporting Chinese athletes. Hu Jia plunged into the embrace of countless people. Zheng Zhi was relying on everyone's support. The most innovative idea was that the three players of the Chinese women's volleyball team, Li Juan, Xue Ming and Yang Hao jumped up to block up. There were countless arms and countless people behind them. Such a scene can only be described by one word. If the Chinese athletes join hands with athletes, who can break through such a defense?

This series of advertisements has a unified "IMPOSSIBLE IS NOTHING" beside the central characters. In the top right-hand corner of the screen is the conspicuous Adidas LOGO and Beijing Olympic LOGO tied for Beijing 2008 Olympic Games partner logo. Adidas designed the brand with two LOGO as the nameplate of the garment and made a stitch around it. Looking closely at it, people will be more likely to associate with Adidas's product attributes -- sportswear and sports equipment.

In short, the design concept of the entire advertisement is ingenious, innovative and outstanding. In particular, in order to highlight the dominant position of athletes, all the public appear to do the same old effects with special sketches. This allows all protagonists to be recognized from the black, white and gray.