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In Project 2, I wrote on Rhetorics of advertising. One of history's most unforgettable and longest-lasting ad campaigns is Nike's "Just Do It." Since 1988, when it first appeared, this slogan has brought forth a remarkable and powerful force on advertising. It has captivated the very essence of what makes a person want to move, to act, and to truly embody the moment in a way that not many other advertisers could. It is certainly not by coincidence and no doubt by a purposeful act of kairos that with this slogan, Nike has aligned itself with something that could not be any more of the present than an actual present moment.

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What was being researched for this project is Nike’s Just Do It and why it is so impactful. It was written in 1988 to reach the masses and get people to live their best lives. Not only is it a slogan, but also a mantra applicable at all levels of life. And whether you are a professional athlete or struggling to conquer the mundane, "Just Do It" tells you to get on the mat and never stop trying. Nike

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(Ethos) Nike builds credibility by associating with athletes like Michael Jordan and Serena Williams. These athletes are the best in their fields, so using them in ads makes Nike look trustworthy. (Pathos) The slogan connects emotionally by making people feel motivated and inspired to achieve their goals. Ads with stories of overcoming struggles really make this message hit home. (Kairos)Timing was everything. In the 1980s, fitness was becoming a big deal, and "Just Do It" fit perfectly with that cultural moment. Just Do It Right: Analyzing Nike's Timeless Marketing Strategies

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Cultural and Societal Impact of "Just Do It"

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Cultural and Societal Impact of "Just Do It"

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"Just Do It" is important because they are not selling shoes, they are empowering people. It epitomises perseverance and work ethic in sport and in life. We can decipher this slogan and learn how advertising can reshape behaviour and attitudes. And it also shows how companies can use slogans to relate to what’s going on in society (think 1980s fitness). Cultural Value Adaptation in Advertising is Effective, But Not Dependable: A Meta-Analysis of 25 Years of Experimental Research - Jos Hornikx, Anne Janssen, Daniel J. O’Keefe, 2023

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Cultural Value Adaptation in Advertising is Effective, But Not Dependable: A Meta-Analysis of 25 Years of Experimental Research - Jos Hornikx, Anne Janssen, Daniel J. O’Keefe, 2023

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Advertisers sometimes use value appeals that are adapted to their specific cultural audience. After a meta-analysis in 2009 showing cultural value adaptation to…