Advertising Marketing: What Is The Ultimate Goal Of Advertising Copy?

Beijing time on February 26th, the Russian tennis player Maria Sharapova (Maria Sharapova) announced the retirement, and in some media also to its sudden announcement of the news shocked and unexpected, Nike quickly in its social media Po out of a special performance, for the five grand slam spokesmen farewell.

They wanted you to smile more.

They want you to smile more.

They wanted you to be more polite.

They want you to be more polite.

They wanted you to scream a little softer.

They want you to cry a little.

They wanted you to be less aggressive when you won.

They hope you won't be so aggressive when you win.

They wanted you to walk away when you made mistakes.

When you make mistakes, they want you to go away.

But instead of just becoming the player the game wanted?

But instead of being a match player,

You became the player it needed.

You become a player that it needs.

In just 7 sentences, the most impressive tags and events in her career were outlined, and a typical "Nike ending" at the end was rebellious, determined and full of strength.

Before we talked about it, Nike is a very daring brand. Sometimes it doesn't even care about taboo. In addition to being bold, as a sports brand, it has been tireless in giving blood to everyone.

Although it has recently loosened its tongue under the influence of Buddhist culture, it has also taken some advertisements that do not need to be so spelled. But in general, this is a brand that urges the whole world to break through obstacles, make progress and act on its own way.

Today, after retiring from Sawa's copywriting, we will learn how Nike wrote "hot blooded quotations".

　　 The contrast is always very powerful.

We love to say "no comparison, no harm", and more intuitive feelings will always emerge in comparison.

Nike has presented the protagonist from obscurity to world attention more than once in their TVC. Although the story of such a small person's counterattack is somewhat conventional, it does not deny that they are always useful.

Nike also likes to do this on copywriting.

In June 14, 2019, Beijing Raptors won the NBA finals for the first time in the 4-2 victory over the warriors. But this is a little awkward for Nike, because the champion of the championship team is not endorsement of ADI, New Balance, but signing two players with Nike.

But with such a hot topic, how can NBA's top sponsor have no name? So, after the finals, we saw this picture on twitter of Nike. To be careful

To avoid individual players, Nike put her eyes on the Raptors. The team represented two players, Vince Carter and Pascal Siakam. The former represented the early raptors, which undoubtedly symbolized the rising younger generation, with a "Start with a dream, Finish with a ring". From dream to reality, seemingly a little sentence, will be a first time to reach the top of the team of several generations of struggle concentrated.

Although the early warning of the Raptors is a bit of a "blind eye", the power of this document is a good sense of how well the team has grown up.

And this sentence "start..." Finish... " They used it in 2017 - "Start unknown. Finish unforgettable". Start with the same beginning and end of the great contrast. You can make up your mind in the middle of inspirational stories.

Motivation means to tell you that "it's not that easy."

Hard work is the main color of Nike copy. Next, they will introduce another of their best skills, and tell you in one hundred ways, "life is not easy, but don't give up."

In 2018, Rahim Sterling, a Jamaica born England footballer, was criticized by the British media for describing the way of young black football players in Instagram. He was racially abused in a match against Chelsea in December of that year.

Shortly after the incident, Nike, who has always been a member of Stryn, released a poster on social media with Speaking up doesn't always make life easier. But easy never never (life) is not always easy to voice because of standing out, but "easy" will never bring any change.

This counterattack against racial discrimination seems to echo the Nike's 2014 copy. To be careful

Relax will not take you anywhere.

Relaxation is the common aspiration of people, but success and achievement are often not so easy to get.

In this sense, they also said:

If it doesn 't challenge you, it doesn' t change you. you. change

If it does not challenge your limits, it will not change you. Burn up.

Go hard or go home.

Either work hard or go home.

If no one thinks you can then you have to.

If no one thinks you can do it, you must do it.

Don 't run away from challenges. Run over them.

(do not evade challenges and crush them.)

...

Ah, if life is really a competition, then Nike is the coach who has shouted to me, "Meng Meng, stand up".

Do the most crazy dream, let others have no dream to do.

Let's talk tough. Nike never get stage fright, and they are good at saying big words. There are always endless quotations about this brand.

The following sentence is from twitter on November 2018 1. On the same day, in the Doha Gymnastics World Championships, the American gymnast Simone Byers (Simone Biles), after two major mistakes, still won the championship by fourth strong personal strength.

Soon, Nike released a picture of Simone Biles on twitter, and distributed the text: Don 't just dream of a place on on

"Don't just dream of a place on the podium and dream of a place in history."

Nike is not afraid of you.

To be a legend - Be legendary (become legend);

To rewrite history -- Rewrite history. Redefine the position (rewrite history, redefine this location);

To change the world -- Don 't change your dream. Change the world (do not change your dream, change the world);

To be a hero -- Winners compete for themselves, heroes do it for much more. (winners fight for themselves, heroes fight for more).

During the 2014 World Cup in Brazil, as the supply brand of Brazil's ball clothing, Nike released a photo of Santiago Silva on its Instagram. The text is: Look up to legends until you look them in in (look up to legend, until one day to see them).

　　 Occasionally, I want to make some witty remarks.

Finally, if chicken blood is beating so much, do you think it's over? In fact, besides all kinds of hot blooded quotations, Nike is also very good at talking about sunshine witty remarks.

In this era when everyone thinks chicken soup is poisonous, it is not possible to add hot blood to make up the soup.

This year is another four year leap year, which reminiscent of a previous copy of Nike: Good News: It "s a leap year. You can run 366" (good news, this year is leap year, you have 366 days to run.) Put down the little whip in your hand and put it in a humorous tone, half joking to keep you going.

There is a similar sentence: I run like a girl. Keep up. (I run like a girl, but you may not keep up with it.) It should be included in the model of easy, low-key and tough words.

How did you get encouraged by Nike, a chicken expert?

Although the ultimate goal of advertising copy is to pick up your pockets, you still have to lose heart first.

So, have you ever been inspired by the slogan?