Are you a Nike, Adidas or Under Armour fan or are you a Derek Jeter, David Beckham or Michael Phelps fan?
In the same order, these companies sponsor those professional athletes and use their notoriety to help sell the products they advertise in the media. But when it comes to buying the products they sell, what really makes you want to buy the product?
The art of advertising uses professioanl athletes or celebrities and action words, phrases and logos to persuade customers into buying their products.
Using professional athletes or celebrities in an advertisement helps people associate that product with a name or face so they will be able to remember it. Studies have been done on this issue and one study was related to the 2006 FIFA World Cup in Germany.
In this study, researchers surveyed 38 French university students, male and female, between the ages of 18 and 27 to find out if Zinedine Zidane, a retired professional soccer player who played for the French National Team in 2006, had any impact on Adidas products he sponsored. The results of the study indicated that Zidane's sponsorship with Adidas had an impact on how people purchased products that Adidas sold.
Advertisements may use pictures of professional athletes or celebrities, but the presentation of the product and the wording associated with the product can be an even stronger way to get people to buy your product.
Companies target people of all ages using verbs, phrases and logos to help customers remember their products. Nike uses the "swoosh", Under Armour uses their slogan "Protect this House" and Adidas uses their slogan "Impossible is Nothing" to help people remember who they are. A research study was done in England to see how effective brand logos are in advertising.
The research study selected 237 children from ages 7 to 10 from 5 different schools in England. The children were shown products and were required to draw collages of things associated with Nike, Reebok, and Adidas. The collages showed the Nike "swoosh", the Reebok symbol and the Adidas symbol.
Do the words and symbols in Nike, Adidas, and Under Armour advertisements make you want to buy the product or is it the professional athletes and celebrities affiliated with the advertisement that makes you want to buy the product?
Leave a comment and voice your opinion about what really sells products in advertisements. Do you believe their are more ways companies use advertisements to sell their products?