Analysis of Race Dynamics in Advertising

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Blog 2 (analysis of race dynamics in advertising
The advertisement is part of the ‘Bo Knows’ campaign showing four men, among them Bo Jackson a famous base ball player in the late 1980’s and early 1990’s. The still image captures the revealing notions that African American men were good in sports. Nike is a global brand, and the African American niche market is valuable, given that the sneakers and sports shoes are mainly marketed to this segment. Integrating both sports personalities with the ads, laid the foundation for athletic advertisement. Baseball still remains a popular sport in the U.S. and the choice of African-American sportsmen highlights the intersection of culture and sports.
Since renowned sports athletes would wear Nike products, the advertisement attempts to connect with the African Americans participants’ experiences. Even though, featuring the sports stars would likely make the advertisement more iconic, the depiction of the four men shows that there is an element of macho culture being presented in the classic ads. In any case, the sports apparel and footwear are popular off the sports pitch. The Nike advertisement targeting the African American consumers’ makes it easier to connect with the...