Visual analysis of brand campaign
The first video is starred by American ballet theatre ballerina soloist Misty Copeland, which is her own real experience. The video start with smoothing music and a voiceover which is reading a rejection letter from a dance academy, while Misty Copeland’s professional dance movement presents a striking contrast with the reason of rejection. In the later part of the video, the passionate background music and her elegant dancing posture take audiences’ emotions into the climax. Having a strong muscle and bronzed skin tone, Misty’s image is obviously different from the traditional ballerina who have a petite figure and fair complexion. Yet her graceful dancing posture and outstanding achievement show the audience that the physical condition such as appearance and age, and others’ evaluation can not become the obstacle for women to pursue their dreams. This video of the campaign aim at shattering traditional stereotypes toward female. The mythological image and signer of advertising strengthen brand value and brand equity (Oswald and Oswald, 2012), the sense of masculine and strength being showed in this video accord with the semiotics of Under Armour. In the second video, without any background music and voiceover, supermodel Gisele Bundchen practice boxing along in a gym, while some questioned words appear constantly on the wall around her. However, Gisele hits the sandbag intently and ignore these criticisms. In this video, in addition to the use of interactivity of new media technology, supermodel Gisele Bundchen’s joining is also the one of the reasons on the success of campaign. Undeniably, celebrity endorsement can attract the attention of the audience for the brand.Celebrity endorsement is a process that the celebrity as a personal brand collaborate with a product brand (Bergkvist et al. 2016). The celebrity’s image and personality can influence the image and equity of the brand which the celebrity endorsed (Lee and Thorson, 2008). However, at the early stages of collaboration with Under Armour, it caused the people’s question that a model to endorse a professional sports brand is not convincing. According to Laran, Dalton, and Andrade (2011), the negative information in the positive brand marketing content, which the brand have a high reputation, can cause backlash effect on audiences.Thereby, when audiences noticed the question words which are showed on the wall in the video and the positive image being brought by Gisele Bundchen, their attitude have a positive shift which deepen the brand trust. Without the applying of USP theory which is the restating of product characteristics, facing female market, “I will what I want” campaign use ESP theory to underline the added value of brand. Female consumer pays more attention on added value of the brand rather than the product characteristic itself when they choose the product (Xiao-long and Liu, 2005). By using the background music and voiceover, Under Armour arouse the female audiences’ emotion successfully and enhance the brand identity. From this campaign, Under Armour is not only synonymous with sportswear, but also a myth of beauty of strength and the spirit of sports. Besides, the slogan of “I will …show more content…
and Andrade, E.B. (2011) ‘The curious case of behavioral backlash: Why brands produce priming effects and slogans produce reverse priming effects’, Journal of Consumer Research, 37(6), pp. 999–1014.
Oswald, L.R. and Oswald, L. (2012) Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.
dancing posture find the inner strength, enthusiasm arouse McCombs, M. (2014) Setting the agenda: The mass media and public opinion. 2nd edn. Cambridge, United Kingdom: Polity Press.
Frug, M.J.(2014) Postmodern legal feminism. Routledge.
McQuail, D. and Windahl, S. (2015) Communication models for the study of mass communications. Routledge.
Cho, Y., Hwang, J. and Lee, D. (2012) Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach. Technological Forecasting and Social Change, 79(1), pp.97-106.
Brader, T. (2006) Campaigning for hearts and minds: How emotional appeals in political ads work. University of Chicago Press.
Fill, C. (2011) Essentials of marketing communications. Harlow, England: Financial Times Prentice Hall/Pearson.
Han, S.P. and Shavitt, S. (1994) Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4),
The first video is starred by American ballet theatre ballerina soloist Misty Copeland, which is her own real experience. The video start with smoothing music and a voiceover which is reading a rejection letter from a dance academy, while Misty Copeland’s professional dance movement presents a striking contrast with the reason of rejection. In the later part of the video, the passionate background music and her elegant dancing posture take audiences’ emotions into the climax. Having a strong muscle and bronzed skin tone, Misty’s image is obviously different from the traditional ballerina who have a petite figure and fair complexion. Yet her graceful dancing posture and outstanding achievement show the audience that the physical condition such as appearance and age, and others’ evaluation can not become the obstacle for women to pursue their dreams. This video of the campaign aim at shattering traditional stereotypes toward female. The mythological image and signer of advertising strengthen brand value and brand equity (Oswald and Oswald, 2012), the sense of masculine and strength being showed in this video accord with the semiotics of Under Armour. In the second video, without any background music and voiceover, supermodel Gisele Bundchen practice boxing along in a gym, while some questioned words appear constantly on the wall around her. However, Gisele hits the sandbag intently and ignore these criticisms. In this video, in addition to the use of interactivity of new media technology, supermodel Gisele Bundchen’s joining is also the one of the reasons on the success of campaign. Undeniably, celebrity endorsement can attract the attention of the audience for the brand.Celebrity endorsement is a process that the celebrity as a personal brand collaborate with a product brand (Bergkvist et al. 2016). The celebrity’s image and personality can influence the image and equity of the brand which the celebrity endorsed (Lee and Thorson, 2008). However, at the early stages of collaboration with Under Armour, it caused the people’s question that a model to endorse a professional sports brand is not convincing. According to Laran, Dalton, and Andrade (2011), the negative information in the positive brand marketing content, which the brand have a high reputation, can cause backlash effect on audiences.Thereby, when audiences noticed the question words which are showed on the wall in the video and the positive image being brought by Gisele Bundchen, their attitude have a positive shift which deepen the brand trust. Without the applying of USP theory which is the restating of product characteristics, facing female market, “I will what I want” campaign use ESP theory to underline the added value of brand. Female consumer pays more attention on added value of the brand rather than the product characteristic itself when they choose the product (Xiao-long and Liu, 2005). By using the background music and voiceover, Under Armour arouse the female audiences’ emotion successfully and enhance the brand identity. From this campaign, Under Armour is not only synonymous with sportswear, but also a myth of beauty of strength and the spirit of sports. Besides, the slogan of “I will …show more content…
and Andrade, E.B. (2011) ‘The curious case of behavioral backlash: Why brands produce priming effects and slogans produce reverse priming effects’, Journal of Consumer Research, 37(6), pp. 999–1014.
Oswald, L.R. and Oswald, L. (2012) Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.
dancing posture find the inner strength, enthusiasm arouse McCombs, M. (2014) Setting the agenda: The mass media and public opinion. 2nd edn. Cambridge, United Kingdom: Polity Press.
Frug, M.J.(2014) Postmodern legal feminism. Routledge.
McQuail, D. and Windahl, S. (2015) Communication models for the study of mass communications. Routledge.
Cho, Y., Hwang, J. and Lee, D. (2012) Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach. Technological Forecasting and Social Change, 79(1), pp.97-106.
Brader, T. (2006) Campaigning for hearts and minds: How emotional appeals in political ads work. University of Chicago Press.
Fill, C. (2011) Essentials of marketing communications. Harlow, England: Financial Times Prentice Hall/Pearson.
Han, S.P. and Shavitt, S. (1994) Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4),